Publication

Abstract :

Climate change and sustainable ecosystem are gaining momentum in the public domain. Innovative technology is steering towards environmental protection enabled products and processes. Tata motors have captured the public imagination by lining up green vehicles with clean fuel. In order to accelerate the adoption of this innovative product they have embarked on an advertising campaign that not only caters to product marketing but also satisfies their inner desire towards contributing their might in the green initiatives. To this end, content analysis is used as a methodological tool to examine whether archetypal advertising strategies align with Tata Motors’ goal of promoting innovation in a sustainable manner. Analysis has come out quite clearly that archetypal advertising strategy are put to effective use to successfully kindle their desire and satisfy the consumers motivation towards adopting automotive innovation in the context of green commerce.