Tata Motors has rolled out an ad film for the upcoming season of the T1 Prima Truck Racing Championship. The film has been conceptualised by Rediffusion Y&R here and was released on 8 February.
The film begins with a shot a truck jumping over a sand dune. This is followed by the trucks shown racing across some of the harshest conditions as they drive through storms, falling mountains and snow storms. As all of this takes place, a voiceover asks the audience questions such as, “How do the fast get faster?” and “How do the perfect find room to improve?” As the stakes are raised, the voice over answers all the questions when he says, “You race yourself”.
The film ends with the voice over talking about the upcoming competition and a shot of the same.
UT Ramprasad, head marketing communications, CVBU, Tata Motors, said, “ Think trucks in India, and you think of slow, plodding, durable carriers on dusty highways. That’s exactly what our prospects saw and being market leaders, Tata Prima was stereotyped the same way. But the Prima was not designed with a framework from the past. It was designed with passion of a true motor-head. Agile, powerful, on the cutting edge of technology, the Prima was created to redefine Indian trucking. That’s when it struck us. We had to change the way people looked at trucks in India. A TVC wouldn’t cut it. We needed to blow people’s heads with a spectacle that brought a new admiration for a truck’s capabilities. Could we get young boys to paste Prima posters on their walls?”
Komal Bedi Sohal, chief creative officer, Rediffusion Y&R, added, “The T1 Truck Racing Championship was a great success last year. So this time we had to outdo it. It had to be bigger and stand out of the ordinary. Our campaign this year amplifies the superiority that the Tata Prima enjoys over its competition. In fact, without taking on anyone directly, the campaign smartly goes on to make the point that only thing a Prima can beat a Prima. To illustrate this visually it uses mitosis - the process of cell division – as a metaphor to show that Prima is constantly evolving truck and is always looking to better itself.”
The campaign will be supported by press, outdoor, radio spots, activation and digital, making it a complete integrated campaign.
Client: Tata Motors
Creative agency: Rediffusion Y&R
Production house: Old School Films
Director : Shiven Surendranath
CG: Damien Yang, Volt Studio, Shanghai