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Tata Xenon drives into Tunisian hearts with a touch of patriotism

The ‘Only the tough can’ campaign by Rediffusion showcases the journey of an Indian brand infused with the spirit of patriotism within every Tunisian pick-up driver with an anthem that reflects their desire to take their country ahead

Click on the Image to watch the TVC.

With an aim to emphasise on brand recall, Tata Motors recently launched a new variant of the Tata Xenon in Tunisia. Through the ‘Only the tough can’ campaign, it wanted to take the customers on a journey of an Indian brand beautifully infused the spirit of patriotism within every Tunisian pick-up driver and gave them an anthem that reflected their desire to take their country ahead – come what may.

Conceptualised by Rediffusion, the TVC is on air in Tunisia along with a full-fledged outdoor and digital plan to promote this new brand message across the country.

Tata Motors introduced the Tata Xenon pick up in Tunisia three years ago. Within two years, the brand established itself to take on the No. 2 position in the market with a dedicated customer base. Based on extensive research with pick-up drivers, existing consumers, competition consumers, industry veterans and other stakeholders, along with some noted academicians in the country, the brand has unearthed cultural and locally-inspired insights that would make for a rich and meaningful communication, something that would touch the hearts of the Tunisian consumer.

Rudrarup Maitra, Head, International Business, Commercial Vehicles, Tata Motors, said, “We introduced Tata Xenon in Tunisia in 2016 and in a short span of time, it managed to become a significant player with its sheer performance. This was an important milestone for an Indian automotive brand in a market with strong foothold of Japanese and European brands. In order to further drive our growth, we needed to support the brand with communication, which was both culturally and locally relevant as well as engaging for the Tunisian customer.  We embarked on a customer immersion journey wherein we mined many deep customer insights. The extensive research surfaced a strong need of self-reliance among the customers and the need to be tough to be able to strive towards better life. We also realised that the Tunisian National Anthem resonates with the essence of what the Tata Xenon brand stands for. This gave birth to ‘Only the tough can’ campaign, which is a result of the hard work put in by marketing team, our agency partners and our distributor partner Le Moteur. Our primary closed group research has shown that the campaign is being received well and is managing to create the emotional connect we had hoped for. We are very excited to take it ahead as a full-fledged campaign across TV, outdoor and digital.”

Siddhant Lahiri

Siddhant Lahiri, Strategic Planning Head, Rediffusion Mumbai, said, “The revolution of 2011 changed Tunisia. It is a country recovering from a tumultuous past. It is a country trying to boost its economy after a severe civil uprising. The market is nascent yet ridden with strong Japanese, European and Chinese brands when it comes to automobiles. Therefore, marketing high value products is a challenge in the country, especially commercial vehicles. Hence, it was essential to connect this vehicle with an intrinsic cultural truth – otherwise this would remain yet another launch. While jobs are few, competition is huge and as a result Tunisians are more inclined towards self-reliance. It is a nation of entrepreneurs – self-starters who refuse to take no for an answer in their quest for a better future. This reflects perfectly on their sentiment towards the country as well: people are deeply patriotic and want to do more for their homeland. Despite the rough circumstances, they consider it their responsibility to help their country – they want to rise up for their country’s might and drive it towards a glorious future. They call themselves ‘the defenders of their Homeland’.”

Avik Roy Choudhury, Business Head, Rediffusion Mumbai, said, “In a category dominated by Isuzu and promoted primarily through product and its specifications, we needed a communication that would help differentiate our brand while at the same time endear us to the consumers, who believed that albeit the present conditions of the country were tough, they needed to take things in their own hand to ensure a better and brighter future for themselves, their families and thereby their nation. The resultant communication evolved out of several rounds of research that were conducted in the country, talking to our customers, competition customers, dealers and even academicians from Tunisia.” 

Pramod Sharma, ECD and Creative Head, Rediffusion Mumbai, said, “We decided to launch the toughest Tata Pick-Up by paying an ode to this spirit among the drivers and people of Tunisia. The spirit of the people in Tunisia and traits of the vehicle match each other perfectly in the campaign line: Only the Tough Can. We shot extensively across Tunisia to catch the ethos, spirit and culture of the nation. Mazen Fayed is a well-known director from Lebanon and he really helped bring our vision for the brand alive. For the music we chose Hamza Fadhlaoui, an upcoming Tunisian singer. The anthem itself has been composed by Peter Ata, a famous musician based in Los Angeles. As a team we are happy with the outcome of this effort.”

The TVC:


Client: Tata Xenon

Agency: Rediffusion

Pramod Sharma, Siddhant Lahiri, Avik Roy Choudhury, Rahul Jauhari, Navonil Chatterjee, Hari Desikan, Mamta Salian, Yogesh Dugade, Sreenath Pillai, Harish Mishra.

 Director: Mazen Fayed

 Production House: Vijay Perriera (Chris Chros Films)

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