Campaign details
Brand: Tata MotorsBrand owner: Tata MotorsAgencies: Ogilvy India, WaveMaker IndiaMarket: Middle East & North Africa (general region)Industries: Vans, Trucks, RVsMedia channels: Events & experiential, Online videoBudget: Up to 500k
Executive summary
Tata Motors has been present in the Middle East since 1970 and has been selling commercial vehicles, such as trucks and buses, to business owners, schools, etc. since then. However, the brand was seen as functional and non-aspirational. Previous tactical communication only reinforced this image.
This is a case about how Tata Motors wanted...