The three TVCs feature a foreigner taking part in a quiz in three villages - Pehelgaon, Malipet and Lalitpur. Three different questions related to Tata Ace are put across to the contestants in each TVC, with all three of them giving the wrong answer even after they receive several clues. The host is then shown saying that some people may never understand, but the people who understand their business know that Tata Ace is the best car for them.
Commenting on the campaign, Neville Medhora, Rediffusion Y&R, said, "Since Tata Ace is widely recognised across the country, we decided that the only people who wouldn’t know that the Ace is best in class would have to be someone out of the Indian context. Hence foreigners were used as contestants, which also added to the humour in the films. These films clearly highlighted the fact that no other mini-truck can compare to the Ace."
UT Ramprasad, head of marketing communications, Tata Motors’ Commercial Vehicles Division, said, "In five years, Tata Ace, or ‘Chotta Haathi’, has come to signify all the goodness of a truck - four wheels, stability, ground clearance, respectability, etc., in a small size. The new ‘Ace ka Dum’ campaign celebrates Ace’s unmatched features and 5 lakh Ace-based vehicles using clutter-breaking humour."
Production House: Nirvana
Director: Ram Subramaniam
Agency: Rediffusion Y&R
Chief creative officer: Minakshi Achan
Branch head: Nisha Singhania
Creative team: Anisha Sarin, Cyrus Daruwala, Dallas Fernandes, Trishay Kotwal, Ajeet Mestry
Account management: Neville Medhora, Neha Dwivedi, Manjiri Kamtikar