Tata Motors launches ‘Drive Your Own Life’ campaign for Super Ace Truck
Published On Jun 12, 2017
Tata Motors has launched an international campaign to promote Tata Super Ace brand. The campaign is meant for the South East Asian countries of Vietnam, Philippine, Indonesia and Thailand and is conceptualized by ad agency Rediffusion Young & Rubicam.
The 1 minute video launched under this campaign depicts the features and specs of Tata Motors and shows its capability to become a valuable partner of entrepreneurs. Tata Super Ace with world class cabin and superior fuel efficiency can be customized for a number of small scale businesses including transportation of food grains, FMCG, construction items as well as configured to be a refrigerator van, food truck or a mobile store.
Rudrarup Maitra, Head-International Business, Commercial Vehicle Business Unit, Tata Motors Ltd., commented on the campaign, "Tata Super Ace continues to celebrate the spirit of entrepreneurship amongst the aspiring youth across various markets. Our new Tata Super Ace TV commercial echoes this philosophy of Tata Motors, complementing the joyous spirit of these regions, encouraging people to believe in themselves and 'Drive their own life.' A comprehensive campaign has been worked out to drive this message in Philippines & Vietnam, starting with our new 30 second television commercial that will run across various TV channels, starting 1st June 2017."
Reiterating the same, Dhunji S Wadia, President Rediffusion Y&R, said that this campaign is a comprehensive approach complementing different cultures and ambitious entrepreneurs. The new 'Drive your life' campaign will enable Tata Super Ace mini-truck to be a successful proposition and will reinforce the overall spirit of entrepreneurship in these international markets.
Adding to it, Pramod Sharma, Executive Creative Director Rediffusion Y& R, said that Tata Super Ace is a vehicle that empowers the youth to take their life forward and start their own business to become an entrepreneur from an employee. The challenge before the company was to make this an inspirational ad and it latched onto successfully.
Tata Super Ace is another iteration of the money-spinning Ace family. In India, the Super Ace Mint version comes with a starting price of INR 5.30 lakh (ex-showroom, Delhi). Powered by 1.4 liter CRDi Dicor diesel engine that pumps out 70HP @4000 rpm and 140Nm of torque @1800 - 3,000 rpm with 5-speed Synchromesh transmission gearbox.
Other models of Tata Ace include Ace Mega, Ace Mega XL and Ace Zip, all which address the emerging requirements of the last mile transportation with enhanced fuel efficiency, faster turnaround, comfort and better payload capacity. Tata Ace is currently leading the segment with majority of the sales and still rivals are incapable of introducing a product that matches its calibre.