Tata Motors ‘Desh ke Trucks’ campaign redefines storytelling for commercial vehicle space

Tata Motors, the commercial vehicle manufacturer has attempted to redefine storytelling through engaging advertising, ongoing influencer engagement and complementing on-ground activations. In September 2022, it launched a much appreciated ‘Desh ke Trucks’ campaign which created an overarching brand positioning for India’s best-selling truck platforms – Prima, Signa and Ultra. The campaign was intended to showcase its state-of-the-art trucks, innovations, enhanced facets and features, digitalisation, profitability, fuel efficiency, safety, superior technology, connectivity, driver productivity and cabin comfort via entertaining, slice of life commercials.

Encouraged by the response to the original campaign, Tata Motors is now ready with a five-part extension. The first commercial of this new content series showcases multiple comfort features of Tata Motors truck which enhances driver productivity. The second and third film highlight the benefits of Tata Motors’ own connected telematics platform, Fleet Edge, which is developed for both fleet owner and the driver. With safety being a key attribute of Tata Motors trucks, the fourth and fifth advertisement portray the usage of Collision Mitigation System (CMS) and Lane Departure Warning System (LDWS) respectively.

Commenting on the campaign, Shubhranshu Singh, vice president, marketing, commercial vehicle business said, “Tata Motors is pioneer and industry leader in commercial vehicles. Our endeavour is to engage our stakeholders with continuous communications. With customer centricity at the core of our business, we have evolved from showcasing distinct campaigns around the product applications to an advanced storytelling about our mobility solutions that establishes an emotional bond with our audiences. With ‘Desh ke Trucks’ campaign, we are confident that our simple messaging and subtle humour will appeal to our customers.”

For ‘Desh ke Trucks’ campaign, the in-house brand team of Tata Motors worked extensively on the insights development, planning and conceptualisation whereas the creative development and campaign execution was done by Black or White Brand Communication.