Campaign details

Brand: Tata Yodha
Brand owner: Tata Motors
Lead agency: Rediffusion Y&R India
Contributing agencies: WaveMaker India
Country: Nepal
Industries: Vans, Trucks, RVs
Media channels: Online video, Social media, Word of mouth, advocacy

Executive summary

Tata Motors Limited, a US$45bn organisation, is a leading automobile manufacturer with a portfolio that includes a wide range of cars, utility vehicles, trucks, buses and defence vehicles.

Tata Motors Commercial Vehicles is the market leader in the South Asian markets of India, Bangladesh, Sri Lanka and Nepal. Tata Motors exports its range of commercial vehicles from India to more than 45 markets in SAARC, Middle East, Africa, LATAM and ASEAN.

In Nepal, Tata Motors wanted to launch the Tata Yodha, a new vehicle in the pick-up truck segment, to regain its market share, which had dwindled over the previous 13 years, but hit two roadblocks. First, previous product failures, which had led to negative perceptions and, second, the competition – Mahindra's Bolero Maxi Truck Plus, which dominated the category. Tata Motors was not even in the consideration set of pick-up customers.