Year: 2023
Challenge:
Tata Motors Commercial Vehicles aimed to reinforce its leadership in Assam’s pickup segment—not just through numbers, but through cultural and emotional resonance. The objective was to highlight how their small commercial vehicles are deeply embedded in the region’s economic and social fabric, through films that celebrate their connection with both Upper and Lower Assam.
Concept:
We crafted two evocative montage films that captured the unique spirit of Assam while placing Tata Motors Pickups at the heart of the narrative. Each film was built around the rhythm of everyday life, celebrating the vehicles’ role in both work and community. The storytelling was enriched with a custom soundtrack inspired by Assamese folk music—featuring local instruments and tonalities—to root the films deeply in the culture they represented.
Results & Metrics
Total Assets Delivered:
200+
Moving Assets:
50+
Still Assets
150+
Use:
For use across digital, TV, social media, OOH
Master 2
60s Cutdown
10s Cutdown
30s Cutdown
10s Cutdown (Vertical)
10s Cutdown (Square)
