Old & New, Marketing & Advertising News, ET BrandEquity

What to do in an already crowded market? Launch a great app? At least that’s what Tata did. Tata has launched its much-delayed super app Tata Neu, a gateway to all Tata services, from the Taj group of hotels to Vistara, Big basket and 1mg. But does India even need a super app?

A region becomes super app-ready when a good portion of its population first uses a smartphone instead of a desktop computer and the app is customized for local needs. Superapps have been popular in Asia for a very long time. China has WeChat, an app that started as a simple messaging platform but now provides every type of service possible. Similarly, Singapore has Grab, Vietnam has Zalo, South Korea has Kakao and so on.

Unlike those countries, the super app ecosystem in India is still in its thriving phase and, more importantly, it is focused on financial services. There are already too many companies battling in the arena. The likes of Paytm, Amazon and Reliance Jio have already amassed huge consumer bases providing a host of services ranging from financial payments, streaming to e-commerce. Meta is not far behind with its 487 million WhatsApp users in India. Then there is PhonePe supported by Flipkart.

Tata may be too late, especially since it does not address specific target groups. Tata has combined its luxury services with the basic necessities. A person with a pocket for basic necessities will never set eyes on something like the Taj group of hotels. How then will Tata keep consumers in its own ecosystem?

If the company markets the app with Tata Pay at its core, it will have to compete with Paytm and Gpay. If it focuses on e-commerce, it will face Amazon and Flipkart. Let’s just say the road ahead for Tata Neu is not easy. Although, knowing Tata, you can bet it will do something about the app, whether it’s the leader in super apps or just a window into its wide range of products.

However, it wasn’t just Tata that made the news this week. The Elon Musk and Twitter saga took a huge leap of faith, as Musk offered to buy the entire company. In today’s solos, we wonder if Musk embraces issues with both hands.

This week’s BE Saal Baad takes a look back at the Bajaj light bulb ad from 1985, which covered all stages of a person’s life from childhood to old age.

Reda Fatma Mobin

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Trending on Twitter? The World’s Richest Men as Media Owners: Saturday Solologues

Tata: old and new
Just days before the TED Talk trend, Elon Musk told the same interviewer that buying Twitter would be a “recipe for misery” as he would be blamed for everything that went wrong.

Later, news broke that Musk was considering buying Twitter. Does he now embrace problems with both hands? Read more.

When Bajaj bulbs shone light

Tata: old and new
The camera takes a close-up photo of the bulb. As the family patriarch looks at her, suddenly he shows his index finger staring straight into the camera. He starts reciting a jingle that focuses on his journey from childhood to old age.

Jab main chota ladka tha, badi shararat karta tha, meri chori pakdi jaati, jab roshan hota Bajaj. Read more.

Trademarks

Tata’s super app Neu will also host non-group brands

Reckitt begins process ‘to’ transfer Russian companies

Twitter acquires OpenBack, the mobile engagement platform to improve push notifications

Media

Cricket-Australia Council, players sign agreement to issue NFTs

China’s NRTA to ban live streaming of video games without approval

Advertisement

Mother Dairy Shows Mishti Doi Sweetens Father-Daughter Bond

Varun Dhawan flaunts his best assets in latest Oppo campaign

On the carpet

Ogilvy’s Kunal Jeswani Moves to Singapore as Group CEO; VR Rajesh reprises the role of India

FIFA hires 4th different marketing manager in less than 4 years

Marketing

Level Up 11 welcomes leg spinner Rashid Khan as new brand ambassador

Digital

Does TikTok affect children’s concentration?

Apple’s privacy features will cost Facebook $12.8 billion in 2022

WhatsApp gets approval to expand Indian payment service to 100 million users

Facebook whistleblower Frances Haugen criticizes Meta’s metaverse projects

To research

83% of Indians prefer cartoons over other animated content: JetSynthesys