Campaign details

Brand: Tata Ace Gold
Brand owner: Tata Motors Limited
Lead agency: Rediffusion
Country: India
Industries: Vans, trucks, RVs
Media channels: Cinema, Competitions & contests, Events & experiential, Mobile & apps, Print, Social media, Television, Word of mouth, influencers
Budget: 500k - 1 million

Executive summary

A small truck from the past created a big future for thousands. It was a game-changer in multiple ways:

  • Transformed how commercial vehicle marketing had been done for decades in India.
  • Expanded the market by opening it to a fresh new segment.
  • Successfully brought back a 10-year-old model in a category that is futuristic and high-tech.
  • Tackled India's growing unemployment crisis by creating the 'entrepreneurship vehicle'. Ace Gold became a catalyst for India's next wave of entrepreneurship and helped masses of youth become their own bosses.

Market background and objectives

India: where trucks drive the economy