Tata Motors' new TVC 'DeshKeTruck' inspires every athlete to push their boundaries

Tata Motors has unveiled its brand new TVC ‘DeshKeTruck’.  Conceptualised by Rediffusion executed by Old School Films, the film establishes Tata Motors’ range of commercial vehicles as an integral part of a sportsperson’s quest for excellence, helping them hone their skills to pursue success.

The TVC features players such as Sushil Kumar, Bajrang Punia, Sakshi Malik, Rishank Devadiga, Monu Goyat among others, from WFI and PKL. The video showcases the role of the vehicles in every sportsman’s life. The vehicles double up as a symbol of perfection, inspiring every athlete to push their boundaries akin to these commercial vehicles that are unstoppable in the wake of challenges.

UT Ramprasad, Head, Marketing and Brand Communications, Commercial Vehicle Business Unit, Tata Motors, said, “Tata Motors is the archetype trucking champion of India. In essence, the ‘DeshKeTruck’ positioning embodies our vehicles and the movement of the Indian economy at large. Tata Motors Commercial Vehicle’s association with kabaddi and wrestling is our acknowledgement of the undeniable and unstoppable sportification of India through these home-grown sports.”

Pramod Sharma, Executive Creative Director, Rediffusion, said, “Tata Commercial Vehicles are the lifeline of India. Be it goods, Ganesha idols or sports felicitation processions, the Tata vehicles carry emotions with them, making them the heartbeat of the country. Our idea stemmed from this insight, executed nicely by Old School Films.”

It will be promoted during the on-going Pro Kabaddi League matches and on social media handles with hashtags — #DeshKeKhiladi #DeshKeTruck #PKL #WFI.

The campaign:

Credits:

Client: Tata Motors

Agency: Rediffusion

Joint President and Chief Creative Officer: Rahul Jauhari

Joint President and Chief Strategy Officer: Navonil Chatterjee

Executive Creative Director: Pramod Sharma

Account Planning: Siddhant Lahiri, Aditi Anand

Creative Team: Pramod Sharma, Spandan Roy Biswas, Kiran Parihar

Account Management: Hari Ganesh, Lijo Thampy

Production House: Old School Films

Director: Shiven Surendranath

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