Tata Motors redefines its brand positioning for CVs

The five-part new audio-visual communication campaign has focused on simple messaging with a touch of subtle humour to create awareness about complex technologies used.

- Shahkar Abidi

Mumbai-based Tata Motors, claims to be redesigning its brand positioning with the launch of its new tagline, 'Desh ke Trucks,' for its truck platforms: Prima, Signa and Ultra.

The campaign was originally launched in September 2022, and now the in-house brand team of Tata Motors worked on the insights development, planning and conceptualization while campaign execution was done by Black or White Brand Communication.

Shubhranshu Singh, Vice President of marketing for the commercial vehicle business, said, “With customer centricity at the core of our business, as a result 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."