When I say 'Tata Motors' I mean the commerical leg of Tata, that includes trucks, buses and small trucks. I had the SCV (Small Commerical Vehicles) leg of the business.
Topical: Father's Day
Topical: Eid-al-Adha
Topical: Father's Day
The following are creatives made for the pitch:
The following are creatives made for the pitch for the international extension:
Bangladesh
For Bangladesh, we understood that the Tata Xenon, which is now discontinued in India, need a leg up in the competition. So the idea was to focus on test drives and get people to gravitate to the notion of 'taking things in your own hands'.
Dubai
Tata has Xenon in the Dubai market, but the competition gets tough when we consider other players like Hilux and D-Max. So the idea was to position the truck as a 'working man's truck' that is durable and tough.
YOLO Yodha
A challenge that presents itself with the Tata Yodha is the fact that it is a commercial vehicle. It is marketed as one, while marketing strat the competition employees have some lifestyle cues. And the Tata Yodha is an effective vehicle with good features like great carrying capacity, efficiency and handling. And if someone really is in the market for a pickup, The Yodha is a good option. So this person wouldn't mind getting a commercial license to get the truck or might have it in the first place. So we came up with 'YOLO Yodha' to position it to people who like the thrill of owning a pickup, who travel, who indulge in adventure sports, and who go the extra mile. This is a video from that campaign pitch:
