Tata Motors

Task

In the very competitive commercial vehicles category, Tata Ace successfully reached the 20 lakh vehicle sales milestone and needed an appropriate digital communications plan.

Key Insight

While most milestone announcements revolved around the big number, Rage recognised that without a meaningful connection with the consumer, this message would not be engaging or memorable enough. We needed to make it personal.

Solution

The first step in defining the message was to deconstruct the celebration number of 20 lakh to a much more dramatic truth – that an Ace is sold every 3 minutes.

Ace’s communications platform and its key brand value is the brand’s central role in transforming lives, starting with that of the owner. This was leveraged to say that Ace had successfully transformed a different life every three minutes since launch.

Results

This campaign video was the most viewed Indian ad on YouTube and won a Brand Equity mention for Best Ads of the month.