Created by Rediffusion Y&R, the new TVC for Tata Motors T1 Truck Racing Championship Season 2 focusses on amplifying the superiority that Tata Prima enjoys over its competition
BestMediaInfo Bureau | Mumbai | February 23, 2015
Tata Motors T1 Truck Racing Championship is all set for Season 2 and it continues to alter the perception of how the industry looks at trucks in India. On this occasion, a new TVC has been conceptualised by Rediffusion Y&R, which had also handled the creative mandate for the T1 Truck Racing Championship last year.
Speaking on the film, Komal Bedi Sohal, Chief Creative Officer, Rediffusion Y&R, said, “The T1 Truck Racing Championship was a great success last year. So, this time we had to outdo it. It had to be bigger and stand out of the ordinary. Our campaign this year amplifies the superiority that the Tata Prima enjoys over its competition. In fact, without taking on anyone directly, the campaign smartly goes on to make the point that the only thing a Prima can beat is a Prima. To illustrate this visually, it uses mitosis – the process of cell division – as a metaphor to show that Prima is constantly evolving its trucks and is always looking to better itself.”
The 50-second film shows multiple Tata Primas locked in an unrelenting battle over breathtaking and dangerous landscapes. New Primas are seen emerging in a dramatic fashion and surging ahead. It ends with the voice-over, ‘Its Tata Prima Vs Tata Prima T1 Truck Racing- March 15’. The campaign is supported by press, outdoor, radio spots, activation and digital, making it a complete integrated campaign.
UT Ramprasad, Head - Marketing Communications, CVBU, Tata Motors, remarked, “Think trucks in India, and you think of slow, plodding, durable carriers on dusty highways. That’s exactly what our prospects saw and being market leaders, Tata Prima was stereotyped the same way. But the Prima was not designed with a framework from the past. It was designed with passion of a true motor-head. Agile, powerful, on the cutting edge of technology, the Prima was created to redefine Indian trucking. That’s when it struck us. We had to change the way people looked at trucks in India. A TVC wouldn’t cut it. We needed to blow people’s heads with a spectacle that brought a new admiration for a truck’s capabilities. Could we get young boys to paste Prima posters on their walls?”
In the first year itself, over 25,000 people packed the Budhh International Circuit and was mesmerised by the power and technology of the Tata Prima. It was also awarded an Effie in the Experiential Marketing category. Now, in its second avatar Tata Motors promises that the event will bigger and better this time around.
Client: Tata Motors CVBU
Agency: Rediffusion Y&R
Production House: Old School Films
Director: Shiven Surendranath
CG: Damien Yang, Volt Studio, Shanghai