Ashok Leyland says that no destination is too far to reach

Watch the film conceptualised by Ogilvy here

Jan 10, 2023 12:04:00 PM | Video | Campaign India Team

Ashok Leyland has rolled out a campaign ‘Koi Manzil Door Nahin’ (no destination is too far) on its 75th anniversary to spread awareness of its revived tagline and brand positioning. 

Conceptualised by Ogilvy, the film opens with an Ashok Leyland truck passing by. The narrator says if you look closely at this truck it contains a farmer's savings. In addition, it holds a shopkeeper's progress, a mother's love, a daughter's strength and a driver's determination. The film aims to showcase that it isn't just transporting rice and wheat but much more than that. It is transporting hopes and dreams. The film ends with highlighting how Ashok Leyland's mission is to help these pursuits reach their destination. 

Dheeraj Hinduja, executive chairman, Ashok Leyland, said, “I am delighted to launch the new brand positioning for Ashok Leyland ‘Koi Manzil Door Nahin’. This is an embodiment of what we truly believe – which is, our customers come first and everything that we do is to enable our customers to transform their lives and move closer to their dreams and goals through our innovative products and services. In this current environment where everything seems so volatile, we want to reassure our partners and customers that with us, no dream or destination is too far. We are by their side like we always have been.”

Piyush Pandey, chairman of global creative and executive chairman, India, Ogilvy Group, said, “It is a privilege for me and my team to partner with Ashok Leyland, a brand that has partnered with India almost all through its nationhood. It is a brand which is not only technologically state-of-the-art but at a human level, is state-of-the-heart. In Ashok Leyland’s endeavour to constantly reach greater heights, we have arrived at the spirit of ‘Koi Manzil Door Nahin’ - the new tagline and the spirit of the brand.”