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Tata Communications


Industry: Technology


Location: Global


Involvement: Content, communications, videography, graphic design


Visit: www.tatacommunications.com


Tata Communications: Digital transformation through motorsport

Telling technology stories through motorsport is the premise upon which our business was founded, and with Tata Communications we had the opportunity to develop an out-of-this-world activation package. 

The company’s state-of-the-art infrastructure solutions enabled MotoGP rights holders Dorna to deliver a true digital transformation on and off the racetrack. The result was a more immersive and immediate multi-format viewing experience for the sport’s passionate fanbase.

Our objectives

The objective was to create a content and communications campaign, narrating Tata’s support of MotoGP.

Three critical target audience groups had been identified:

  1. Rights holders of sports and entertainment properties
  2. Broadcasters that might be interested in delivering events to broader audiences
  3. The fans.


A major challenge would be the coherent integration of all these messages, as Tata wanted the campaign to be simultaneously rolled out to all three key audience groups globally.

Most importantly, the campaign would need to elevate the Tata Communications brand as a more broadly recognised industry leader in end-to-end sports and entertainment communications solutions.

Our solution

We took responsibility for all strategic, conceptual, and creative project management, running under an umbrella theme of ‘MotoGP Connect’.

The strategy was to tell the story through a staged approach over the course of two MotoGP seasons. The race calendar would provide the backbone structure and rhythm for a series of integrated tactical campaign activities, allowing the story to evolve over time.

We developed a portfolio of multimedia content, including videos, animations, infographics, blog articles, news updates, technology features, eBooks and other elements drawing viewers into the Tata world.

It was delivered through an integrated content-led campaign combining social media outreach, owned media including web and sales collaterals, fan competitions, technology showcases, media placement, press conferences, corporate hospitality events and guest management – all ensuring maximum audience exposure.

What we achieved

Working closely with the Tata product teams on message development, the core technical themes were maintained throughout the campaign, giving the messaging consistency, and keeping all tactical activities on point from start to finish. 

The result was a combination of slow-burn teaser tactics between races that would build momentum towards higher octane outreach during race weekends.  And all positioning Tata as the leading enabler of both real-time and on-demand sports and entertainment broadcasting.

A highlight was our idea of a Tata Communications-enabled live satellite link to astronaut and MotoGP fan AJ Feustel, on the International Space Station. Dorna Sports hosted the link at the British MotoGP, garnering worldwide media coverage and significant exposure for Tata Communications’ technology solutions.

Results in numbers

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Views of Connect video
0 M
reach through social media campaign
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increase in YouTube views (up to)

Power of the partnership

By working with us, Tata Communications was able to capitalise on several of the team’s core skillsets:

  • Full integration with the Tata Communications Media and Entertainment Services marketing team established a close and collaborative relationship for precise message development and tactical planning
  • The team took ownership of all content production, providing Tata Communications with the means to execute a highly successful campaign
  • A deep understanding of how technology can enable sport – whether from a fan entertainment, technical delivery or business opportunity perspective
  • The ability to translate and convey complex technical messages and benefits to a wide variety of audiences
  • Significant experience and relationships in the areas of technology, sports and broadcasting, enabled us to introduce Tata Communications to a number of potential major new customers
“What I really liked about working with SQN is that everyone who worked with us was deeply attached to the account. They made a huge effort to understand our business and how we can make a difference for our B2B audiences. SQN combines an understanding of the technical aspects of sport and of our technology and helped us create some really innovative content around digital fan engagement.”
Bijaya Basu
Marketing Director, Tata Communications