At a glance
Division: Tata Motors Passenger Vehicles (electric and passenger vehicles)
Scale: 15–20 large campaigns a year, 50+ internal users, 500+ regional users and vendors, five zones
Spend: ATL (TV, print, digital, outdoor), BTL and regional programmes, all under Fixed Marketing Expenses (FME)
Teams involved: Marketing, Finance and IT
The challenge:
The EV/PV division of Tata Motors Passenger Vehicles ran its marketing across five to six disconnected systems. Budgets lived in Excel, estimates arrived as PDF attachments, POs sat in another tool, invoices were verified over email, and proof came as WhatsApp images or ZIP folders. Regional marketing in all five zones was still paper-based.
That meant:
No live view of spend by brand, market or medium, and no single report of what was approved, billed and pending.
POs took around 30 days to reach vendors.
Provisioning and reconciliation took 5 full days every month.
Some urgent regional activities ran before a PO was in place, with no system record that they had happened.
Audits took 2–3 months, because evidence was scattered across folders and email and the link between budget, PO, invoice and payment was hard to show.
IT maintained five tools, each with its own logins, rules and data.
What changed:
Brandintellé became the system of record for every FME workflow, sitting above SAP.
Budgets and approvals: every budget line maps to brand, media type and region, and is approved through DOA-based routing.
Estimates and POs: vendors upload estimates against budget heads. The system checks limits, taxes and MSME status, and POs are created and approved in the platform with a full audit log.
Invoices: PDF invoices are read automatically and checked against the PO and budget. Duplicates are caught at upload, GST logic is applied automatically, and approved invoices sync to SAP.
Automatic MSME compliance: if an MSME vendor's bill isn't acted on within the due period, the system forwards it and emails every stakeholder the reason.
Geo-monitoring for regional work: vendors capture live, camera-only geo-tagged photos, and each one links to its PO and campaign.
Live dashboards and reports: spend by brand, market, medium and vendor; cost per GRP for TV and cost per lead; bill MIS, turnaround and one-click provisioning reports; TV monitoring against telecast logs.
One configuration master: IT manages every rule, approval limit and tax setting in one place.
The results:
PO to vendor: 30 days → 5 days
Provisioning: 5 days → 1 day a month
Audit closure: 3 months → 1 month
Reporting: 100+ hours of manual MIS a month → live dashboards
Regional vendor payments: 30+ days → 7–10 days
Proof of execution: 100% of regional activations geo-verified
Systems: 5 tools → 1 platform
Campaign delays: none in two years
In their words:
“Managing media planning across EV and PV portfolios means dealing with enormous complexity, multiple agencies, channels, and markets simultaneously. Brandintellé gave us a single governed view of every campaign commercial commitment, every PO, and every invoice. The visibility we now have before approving a bill related to channel and publication level billing is something we didn't think was possible at this scale.”
Deputy General Manager, Media & Insights, Tata Motors Passenger Vehicles
Why it worked:
One rulebook for central and regional teams. The same controls apply in every zone.
Every rupee has a trail. Budget, PO, invoice, proof and payment are linked.
Compliance is built in. MSME timelines, GST and duplicate checks are enforced by the system, not by people.
Marketing, Finance and IT share one source of data, each with its own view.
