“Tata Motors wants to have a larger connect with the people of Bengal this Dura Puja”

Durga Puja is a major festival in West Bengal and East India, where it is celebrated with much fervour. It is also a key market for Tata Motors. To celebrate the festival and the spirit of the people during Durga Puja, Tata Motors has launched a new TVC, where they have beautifully amalgamated the elements of Tata Motors’ cars (such as overall space on offer, safety, design, etc.) The film demonstrates the positive vibe and mood of celebration across the country during this festive season. The brand attributes and characteristics of Tata Motors, its culture and the New Forever brand promise has been beautifully captured and seamlessly integrated into the festive spirit of Durga Puja.

Watch the ad film:

https://www.youtube.com/watch?v=vjS4Q_np3KY

In an exclusive chat with Adgully for their Talking Insights column, Rajan Amba, Vice President, Sales, Marketing and Customer Care, Tata Motors Passenger Vehicles, speaks about this new campaign and how it weaves in the culture and spirit of West Bengal for this  year’s Durga Puja festival.

What’s the objective of this film and who are you targeting as your audience?

This Durga Puja film is for people across the country. The film demonstrates the positive vibe and mood of celebration across the country during the festive season. However, as the film is extensively shot in Kolkata, where Durga Puja is one of the most celebrated festivals, the film is expected to have a larger connect with the people of Bengal. The brand attributes of Tata Motors, its culture and the New Forever brand promise has been seamlessly integrated into the festive spirit of Durga Puja.

What was the brief given to the creative agency and how did they come up with the concept? 

Multiple agencies, FCB Ulka and WAT Consult have worked on creating this as a 360-degree campaign. The brief was to connect with the people of Bengal and celebrate the tradition, culture and warmth demonstrated by the people of Bengal. Tata Motors cars would be the means to communicate the love for one another.

Tell us more about the film idea and what is the Bengali song trying to communicate for the brand Tata Motors?

The #DriveTheGoodInYou campaign features superstar Prosenjit Chatterjee and is beautifully curated to connect with the audience in West Bengal. Through this campaign, the company promotes its New Forever range of cars and SUVs by urging customers to express their inner good. This message draws similarities with Durga Puja’s overarching theme, which symbolises the victory of good over evil.

Extensively shot in Kolkata, where the fervour of the festival can be experienced at its maximum, this vibrant film takes the viewers to the bylanes of the city, which are decked up with beautiful decorations and demonstrates the positive vibes and mood of celebration in West Bengal.

How do you plan to leverage the film and what’s going to be your media strategy? What’s your campaign duration?

Within a week of its release, this film has received over 2 million views and an overwhelming response.

We have undertaken a 360-degree route that includes a television commercial, print ads, outdoor advertisements, influencer outreach, radio ads, various initiatives on digital platforms, dealer connect programs and intriguing showroom decors. As an extension of the film, superstar Prosenjit Chatterjee has also recorded personalised messages for Tata Motors customers and will also be visiting one of the Kolkata showrooms to engage with customers.