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Tata Motors unveils new campaign, ‘The Spirit of Hexa’

Conceptualised by FCB Ulka, the ad film is a montage of individual stories all of which explore the concept of going beyond the extra mile to achieve the impossible

BestMediaInfo Bureau | Mumbai | March 27, 2017

The-Spirit-of-Hexa Click on the Image to watch the TVC.

Tata Motors has launched a new campaign for its flagship offering Tata Hexa. The campaign titled ‘The Spirit of Hexa’ is a testament to those who go above and the beyond their limits to achieve what they want.

Conceptualised by FCB Ulka, the ad film is a montage of individual stories that runs parallel to visuals of the Tata Hexa captured in different terrains like rocky paths, snow covered mountains, rivers and city roads. From a bare-bodied snow runner to a hurdler sprinting across geysers, from a mountain biker who races across its ridges to a female Samurai, the TVC explores the concept of the indomitable spirit of six individuals pushing their limits to achieve something perfectly and blends it with the product theme ‘Whatever it takes’.

Commenting on the TVC, Vivek Srivatsa, Head of Marketing, Passenger Vehicle Business Unit, Tata Motors, said, "The Hexa is truly capable of achieving the extraordinary. We are very confident that the car will live up to the challenge – Whatever it Takes, defining the indomitable spirit of the Hexa. Our new TVC emotes this very spirit. It brings out the true spirit of the Hexa and of the people for whom it is made. It shows how well the Hexa can perform across any terrain or condition and therefore deliver a great experience to delight our customers.”

Keegan Pinto Keegan Pinto

Speaking about the premise of the campaign, Keegan Pinto, Creative Head, FCB Ulka (West) and National Creative Director, Branded Content, FCB Ulka, said, “The premise of the campaign, ‘The Spirit of Hexa’ came from the simple and primary insight of Tata Motors’ ardour and passion that went into the making of Hexa. Keeping in mind this background, we crafted the script by devising existing situations and showcasing real life, relatable instances where people show the will and vigour of achieving things by going beyond and doing whatever it takes that resonates with what Hexa does.”

“Keeping Hexa as the hero of the film, we shot the sequence across locations where a normal SUV couldn't go as such terrains would be impossible to achieve by a regular SUV. The shoot was executed across challenging terrains in Mumbai, Nashik and Manali to give the TVC an edge along with a diverse latitude and an experience of extreme terrains,” added Keegan.

Nitin Karkare Nitin Karkare

“We knew the Hexa is a special vehicle the day we set our eyes on it. And the more we learnt about the Hexa the more we realised that Tata Motors has gone all out to design a vehicle like no other. Our task was to communicate this passion to the customer. Which this film does in many ways,” said Nitin Karkare, CEO, FCB Ulka.

The TVC:



Client: Tata Motors

Creative Agency: FCB Ulka

National Creative Director: Keegan Pinto

Creative Team: Donovan Dsouza, Rajdatta Ranade, Ranjit Debnath, Sandeep Urane, Reet Sawhney, Kushal Lalvani, Bhakti Kolge

Account Management: Kulvinder Ahluwalia, Kailash Kondath, Khyati Anand, Neha Nandakumar, Trinolda Colaco, Juhi Jayaram, Siddhant Mukerjee

Director (of the TVC): Arun Gopalan

Exécutive Producer: Zina Khan

Production House: Story-tellers

Post Production Studio: Famous Studio

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