Tata Motors has unveiled a contest titled ‘Photo OK Please’ to reach out to the trucking community and recognise the fun side to their trucking life.
Said UT Ramprasad, Head Marketing Communications, CVBU, Tata Motors: “At Tata Motors, we are constantly churning unique ways to positively impact the lives of our most important stakeholders, the truck drivers. ‘Photo OK Please’ is meant to be a platform for the drivers to engage with a wider audience and share their experiences on the social media. We hope this contest will reveal the lesser known aspect of a truck driver’s life and inspire the youth to consider it as a viable career option. The campaign has received very encouraging response so far and we look forward to all the wonderful entries still to come.â€
The first phase of the year-long campaign ends on March 30 which will be followed by the final winner selection in the first week of April.
Tata Motors has launched its latest film, ‘Desh Ke Truck’, that establishes the company’s vast range of commercial vehicles as an integral part of a sportsperson’s quest for perfection followed by success.
Said UT Ramprasad, Head-Marketing Communications – CVBU at the auto major: “Tata Motors is the archetype trucking brand of India. It is truly the ‘Desh ke Truck’. And while for decades it has played a crucial role in ensuring the victory of the Indian economy, it was time it helped the country win in other fields of play too!  Tata Motors Commercial Vehicle’s association with sports is our acknowledgment of the undeniable and unstoppable ‘sportification’ of India. Trucking is made of ‘sterner stuff’, and so are champions!†said UT Ramprasad, Head- Marketing Communications, CVBU, Tata Motors.
Added Pramod Sharma – Executive Creative Director, Rediffusion: “Tata Commercial Vehicles are the lifeline of India. Apart from goods, they carry emotions with them as well – be it Ganesha idols or sports felicitation processions, they are the heartbeat of India. Our idea stemmed from this insight.
Playing on its brand attributes of trust and reliability, Tata Ace has unveiled original content films as part of its latest marketing drive. Released on Facebook, Twitter and Instagram the campaign captures both brand essence and moment in a self-explanatory snapshot.
Said UT Ramprasad, Head of Marketing Communications, Tata Commercial Vehicles Business Unit: “News, moments, events being topical and varied help occupy the otherwise monotonous regimented mindspace of the larger population. Thus, the traction for engaging content linked to current freshness, especially when laced with humor, is higher as compared to other posts. Our attempt is to capture the ‘newsiness’ of big moments whenever relevant and turn it in our favour to drive category salience.â€
So who’s done the creatives? We aren’t allowed to tell.
The concept was launched in India two years ago with the objective of making trucking an aspiration amongst the new generation of drivers and young fleet owners. This gave Tata Motors an opportunity to showcase their product and technological credentials through the excellence of Tata Prima.
Tata Motors T1 Prima Truck Racing Championship being held at the prestigious Buddh International F1 circuit for the past two years has now become a much awaited annual event. It is a day-long programme where the best British truck racing drivers compete for the championship along with some entertaining performances by eminent Indian artists. This year Tata Motors are taking the event to a whole new level by introducing for the first time our own Indian truck racing talent by selecting actual competent truck drivers. These truck drivers have been given technical training for over a month by specialised technicians and racing experts in order to prepare them to compete in the championship.
The communication for Season 3 was devised to mainly communicate this unique achievement and showcase the aspirations of the truck drivers who from being masters of the Indian roads are now on the verge of becoming racing truck heroes.
The television commercial, concieved by Rediffusion-Y&R captures the attitude of these Indian truckers of leaving the world behind and exhibiting power of a winner, as they drive through the tough Indian terrain onto the racing track at Buddh International Circuit. The TVC is backed by an integrated campaign on press, radio, outdoor and consumer contact programs to draw maximum attendance at the event.
UT Ramprasad
UT Ramprasad, Head – Marketing & Communication (Tata Motors, Commercial Vehicles) said, “Season 3 is a landmark year for the T1 Prima Truck Racing history. The first time around was by introducing the concept of truck racing in India. This year we took T1 Racing to another level by selecting & training Indian truck drivers to race Tata Prima, India’s greatest truck. The commercial is an encapsulation of the pride and feeling that truck drivers have upon being given the chance to race and compete with their peers on the race track , that too on the prestigious Buddh International F1 circuit.â€
Dhunji S. Wadia
Dhunji S. Wadia, President Rediffusion-Y&R said, “The focus of our communication this year was to showcase the big leap that Tata Motors are taking in the T1 Prima Truck Racing by including Indian Truck Drivers for the very first time. We want to highlight the feeling of pride that these truck drivers felt on being given such an opportunity.â€
Rahul Jauhari
Rahul Jauhari, CCO – Rediffusion-Y&R said, “T1 will be transformational for Indian truckers as, for the first time, it puts the spotlight on them. The idea for the commercial came from there. The story of Indian truckers eager to make their mark on the world, we wanted the real feel.  We have shot real trucks on location in multiple places.â€
Playing on its brand attributes of trust and reliability, Tata Ace has unveiled original content films as part of its latest marketing drive. Released on Facebook, Twitter and Instagram the campaign captures both brand essence and moment in a self-explanatory snapshot.
