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Tata Motors introduces ‘Her Key’ to encourage more women get behind the wheel

The campaign by FCB Ulka uses the insight that ‘only11% women drive in India’. It rechristened the spare key of its vehicles as ‘Her Key’ to instil self-belief and help women overcome inhibitions of driving and encourage them to drive more often

Click on the Image to watch the TVC.

Inspired by women who get behind the wheel every day, Tata Motors introduced ‘Her Key’, a campaign crafted by FCB Ulka, this Women’s Day to get more women to drive.

A new car comes with two keys. One key is generally used while the second is considered the spare one. Harping on this insight, Tata Motors simply repositioned this spare key as the Her Key -- a symbol designed to empower more women to drive and bring equality and freedom to the roads. 

Sometimes all it takes is a little encouragement. Her Key will go a long way in inspiring women to take to the road with confidence. It is important that women recognise the fact that driving isn’t a privilege, but a right and comes with its own freedom.

Sibendra Barman, Head, Sales, Marketing and Customer support PVBU, Tata Motors, said, “We at Tata Motors are striving to kick-start a movement which encourages more women to take up the driver’s seat. This Women’s Day, Tata Motors has rechristened the second key of its vehicles as ‘Her Key’ because we believe it is liberating for a woman to drive. We are confident that this initiative will instil a lot of self-belief and help overcome the inhibitions of Indian women when it comes to driving and encourage them to get behind the wheel more often.”

Kulvinder Ahluwalia

Kulvinder Ahluwalia, President, Mumbai, FCB Ulka, said, “The simplest of ideas can sometimes have the most profound impact. Who would have thought that a spare key that is routinely handed out and almost immediately forgotten by the owner can become a powerful symbol of empowerment. The number of women who are taking to driving is growing steadily and Tata Motors recognised this fact and wanted to encourage more women to get behind the wheel. Hence was born the idea of Her Key. A potent reminder to women to begin and enjoy the experience of driving.”

Keegan Pinto

Keegan Pinto, Creative Head, FCB Ulka (West) and National Creative Director, said, "It's shocking how few women drive. Especially, when it comes to tier-II and tier-III cities. We thought it was time to give women a little encouragement and inspire more women to drive. We worked with Tata Motors to reduce this inequality with a simple switch. When you buy a car you get two keys. We rebranded the second key, so it isn't simply the spare key but Her Key and handed it to women so that when they leave the showroom with Her Key, having it in their hands, it encourages them to take to the road."

The TVC:


Client: Tata Motors Limited

Creative Agency: FCB Ulka

CCO: Swati Bhattacharya

President, Mumbai: Kulvinder Ahluwalia

National Creative Director: Keegan Pinto

National Creative Director: Saad Khan

Creative Team: Donovan D’souza, Mohnish Chawla, Paresh Jadhav, Shambhabi Raha, Wiless Dmello, Dhrupal Mehta, Sandeep Urane, Akshay Naik

Account Management: Ramiya Nambiar, Aditya Atre, Rohit Nair, Aditya Raut, Nikita Natarajan, Swara Terdalkar, Sohail Shaikh

Planning: Aashita Jain, Bensen Rosy

Film’s Department: Alpa Jobalia, Deepak Rathod, Stanley Christian

Director (of the TVC): Shantanu Roy

Executive Producer: Aqeel Ahmed

Production House: Imaginary Friend Pictures

Campaign Elements: YouTube Digital Film

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