Tata Motors: Celebrating goodness in the Middle East

Soumitra Pal

Vehicle manufacturer Tata Motors created a digital and on-ground Ramadan campaign to affirm its position as a full-range commercial vehicle player and build brand love in the Middle East.

Campaign details

Brand: Tata MotorsBrand owner: Tata MotorsLead agency: OgilvyContributing agency: Wavemaker IndiaMarket: Middle East & North Africa (general region)Industries: Vans, Trucks, RVsMedia channels: Events & experiential, Online videoBudget: Up to 500k

Executive summary

Tata Motors has been present in the Middle East since 1970, selling commercial vehicles such as trucks and buses to business owners, schools, etc. However, the brand was seen as functional and non-aspirational, and previous tactical communications merely reinforced this image.

This is a case about how Tata Motors sought to...

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