The biggest commercial vehicle producer in India, Tata Motors, has bravely tried to redefine storytelling through compelling advertising, ongoing influencer engagement, and complementary on-ground activations. The company introduced the well-liked “Desh ke Trucks” campaign in September 2022, which established a broad brand positioning for the three truck platforms that sell the most in India: Prima, Signa, and Ultra. With the help of amusing, slice-of-life commercials, the campaign aimed to highlight its cutting-edge trucks, innovations, improved aspects and features, digitalization, profitability, fuel efficiency, safety, and other key attributes.
Tata Motors has a five-part extension ready after being encouraged by the response to the initial campaign. The first advertisement in this new content series highlights several comfort features offered by Tata Motors. the truck that increases the output of the driver. The benefits of Fleet Edge, a connected telematics platform created for both fleet owners and drivers, are highlighted in the second and third movies. The fourth and fifth advertisements, which highlight the use of the Lane Departure Warning System (LDWS) and the Collision Mitigation System (CMS), respectively, highlight safety as a key feature of Tata Motors trucks.
Mr Shubhranshu Singh, Vice President of Marketing for the Commercial Vehicle Business, commented on the campaign, saying, “Tata Motors is a pioneer and the leader in the commercial vehicle industry. Our goal is to communicate regularly with all of our stakeholders. With the needs of our customers at the forefront of everything we do, we have progressed from showcasing unique campaigns focused on product applications to sophisticated storytelling about our mobility solutions that build emotional connections with our audiences. With the “Desh ke Trucks” campaign, we are certain that our customers will be drawn to the campaign’s straightforward messaging and subdued humor.
For the “Desh ke Trucks” campaign, Tata Motors’ internal brand team spent a lot of time developing insights, planning and conceptualizing, while Black or White Brand Communication Pvt. Ltd. handled the creative development and campaign execution.
Tata Motors has played a key role in enabling growth in the logistics, construction, infrastructure, and mining sectors for more than 76 years. Tata Motors offers the broadest range of products, all of which are designed to maximize productivity and minimize TCO (Total Cost of Ownership) for the benefit of the customer. Tata Motors’ market-leading products provide best-in-class operating economies as well as superior comfort and convenience-enhanced connectivity as well.
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