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‘Atmanirbharta by Tata Motors’– A digital campaign vocalizing the need for local

Tata Motors announced the launch of ‘Atmanirbharta by Tata Motors’ – a digital campaign highlighting the existence of localisation in everything that we do. Designed and conceptualised by WATConsult, this campaign has been released ahead of the glorious occasion of India’s 74th Independence Day and emphasises on the meaning of ‘Atmanirbharta’ or self-reliance for individuals and the nation as a whole.

Solidifying the brand’s stance for the ‘Vocal for Local’ initiative, the campaign is headlined by a video, which begins with a very young boy named Rohan shown seated in the rear seat of a Tata Nexon, while his father is driving him across the town. The son inquisitively asks his father, “Atmanirbharta kya hoti hai?” i.e. “What does Atmanirbharta mean?”. By showing a range of occupations to his son, the father makes him understand that Atmanirbharta means being self-reliant in all aspects of life and that it applies to people from all walks of life – be it a toymaker, bangle vendor, scientist or an engineer from ISRO, who sequentially appear in the film. The video ends with the display of Tata Motors’ New Forever range near a hoisted Indian flag, exemplifying the Company’s ability to deliver best in class products that cater to the local needs & tastes while evolving with time and being ever popular with customers. (Read: Hyundai Creta SUV sells over 5 lakh units)

Adding to the above, ‘Atmanirbharta by Tata Motors’ highlights that reaching the goal of being self-reliant is not an individualistic responsibility, but a collective one that falls on the shoulders of the entire country.

This campaign’s concept takes an adaptive approach by using an animated video for the film as a substitution for a live action version, keeping into consideration the ongoing need for physical distancing. Initially launched in our national language – Hindi, this video will also be translated in English and multiple other regional languages to create a nationwide resonance.