Tata Motors has rolled out a campaign built on the proposition ‘Kamyabi, Kal, Aaj Aur Kal’, (success yesterday, today and tomorrow) for the launch of its Ace Gold brand. Conceptualised by Rediffusion, the film pays tribute to India’s business owners and showcases the opportunities for the Indian youth, in the last-mile delivery segment.
The film is set against the backdrop of a difficult economic situation and growing unemployment. Akshay Kumar plays the protagonist Vijay, as a logistics business owner, who traces his success back to his first Ace Gold. He passes on a stirring message to the new generation who feel left behind. The film ends with Vijay telling the youth that Tata Motors has opened its doors to them, and many others will open in the future too.
Rajesh Kaul, vice president, sales and marketing, commercial vehicle business unit, Tata Motors, said, “Tata Motors has always played an active role in supporting its customers’ business growth and their aspirations. The Ace product line has always embodied the spirit of entrepreneurship and atmanirbharta, having created over 23 lakh entrepreneurs across the years. With Ace Gold, India’s future entrepreneurs are given an affordable means to begin their self-employment journey and help create a successful livelihood for themselves. The campaign intends to and encourages financial independence in the country’s youth by showing continuity and triumph over arduous days. We hope our campaign becomes the catalyst for many budding entrepreneurs, inspiring them to overcome difficulties and drive towards success”.
The film has been rolled out across television and digital.
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