Tata Neu shines in IPL 2024 with humorous 'Rukna kyu' campaign

With the Tata Group being the title sponsor for IPL ’24, the brand have left no stone unturned in promoting their two-year-old super app, Tata Neu, during the ongoing IPL season.

Eyeing India’s vast e-retail sector, expected to reach $140 billion by March 2026, Tata Neu aims to become a one-stop shop for all consumer retail needs. The app brings together a suite of in-house brands and services such as Tata CliQ, Westside, Bigbasket, 1mg, IHCL Hotels, flight bookings, and rewards and loyalty programs.

Building on its “Rukna kyu” brand messaging, the new series of bite-sized ads feature popular creators like Aatman Desai, Unnati Malharkar, Rochelle Rao, Tejas Patil, and Vogue Vanity. In these humorous videos, the influencers face comedic challenges—static noise, low battery, flickering bulbs, bodily sounds, etc.—as they try to produce their usual content during the Tata IPL excitement.

 

 

 

 

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A post shared by Aatman Desai (@aatmeme.in)

 

 

 

 

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A post shared by Unnati Malharkar (@unnati_m)

 

 

 

 

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A post shared by Daizy & Ankit (@the.vogue.vanity)

 

 

 

 

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A post shared by Rochelle Rao Sequeira (@rochellerao)

 

 

 

 

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A post shared by Tejas Patil | Tech & Info (@elementec)

The videos conclude with a “pause” in their typical routines, emphasising the campaign's core message, “Why stop?” when you have other options at your fingertips. The pre-buzz teaser sets the stage for a music video featuring the same creators.

 

 

 

 

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A post shared by Tata Neu (@tataneuofficial)

According to Score findings, these bite-size ads have emerged as one of the top advertisements for IPL 2024.

Campaign’s take: On a platform as cluttered as the IPL, the Group’s campaign has effectively built the brand stickiness Tata Neu needs. So far, these easy-to-digest commercials have captured viewers’ attention with simple messaging promoting a specific service on the super app. However, the latest addition, promoting the app's diverse categories through influencers facing challenges while creating content, is a bit of a stretch. The eventual music video that brings all of them together ties it all up, but it assumes the consumer has seen and understood all the preceding videos. A little hint of story-weaving here and it would elevate the campaign significantly.