Tarun Mehta: Mass TV ads provide customer social air cover, not footfall
Tarun Mehta · ATHER FOUNDER: "Selling Over 11,000 Scooters Per Month & Creating India's Best EV Brand" | Tarun M · Jul 21, 2023 · at 54:47
Tarun Mehta, CEO of Ather Energy, explains the strategic purpose of large-scale brand advertising like TV commercials and IPL sponsorships.
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“TV, I don't think TV drives immediate footfalls. I think TV is more salient, more long-term salience. You kind of want to be that brand that, yes, I've seen TV on the TV. I mean, we'll have money. We'll have something to think about. Basically, setting up an experience center with a lot of nice marble in it, lot of nice glass on it, turning up in, on a IPL team's jersey, doing mainstream, TV. None of this drives immediate traffic, but what it does is, it gives air cover to the customer that if they buy an ether, they will not be asked awkward questions. You need to give them, you need to give your buyer air cover.”
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