Tata Motors unveils 'The Spirit of Hexa' for those who will do whatever it takes

Latest campaign for the automobile giant, by FCB Ulka, reflects the passion and ardour that went into the making of the SUV

e4m by exchange4media Staff
Updated: Mar 23, 2017 8:19 AM
Tata Motors unveils 'The Spirit of Hexa' for those who will do whatever it takes

Keeping up the credo of doing the impossible no matter what it takes, the latest campaign for Tata Motors, crafted by FCB Ulka and titled ‘The Spirit of Hexa’, kicked off recently.

The Hexa is the flagship offering from Tata Motors and the latest campaign brings alive how people accomplish things by going beyond the extra mile and doing whatever it takes to achieve the impossible. 

The campaign draws inspiration from the passion that has been put into the making of the Hexa. Right from sourcing the material from different countries, engineering the product perfectly and finally, testing it across different terrains to ensure enhanced performance and robustness that gives its customers a delightful drive quality.

The film shows a montage of individual stories that run parallel to the visuals of the Tata Hexa captured in different terrains such as rocky paths, snow covered mountains, rivers, and city roads. From a bare-bodied snow runner to a hurdler sprinting across geysers, from a mountain biker who races across its ridges to a female Samurai, the TVC showcases it all. It blends the indomitable spirit of the Tata Hexa with six individuals pushing their limits to achieve something perfectly.

Commenting on the TVC, Vivek Srivatsa, Head of Marketing, Passenger Vehicle Business Unit, Tata Motors said, “The Hexa is truly capable of achieving the extraordinary. We are very confident that the car will live up to the challenge – ‘Whatever it Takes’ defining the indomitable spirit of the Hexa. Our new TVC emotes this very spirit. It brings out the true spirit of the Hexa and of the people for whom it is made. It shows how well the Hexa can perform across any terrain or condition and therefore, deliver a great experience to delight our customers.”

Keegan Pinto, Creative Head - FCB Ulka (West) and National Creative Director - Branded Content, FCB Ulka said, “The premise of the campaign, ‘The Spirit of Hexa’, came from the simple and primary insight of Tata Motors’ ardour and passion that went into the making of Hexa. Keeping in mind this background, we crafted the script by devising existing situations and showcasing real life, relatable instances where people show the will and vigour to achieve things by going beyond and doing whatever it takes that resonates with what Hexa does.”

“Keeping Hexa as the hero of the film, we shot the sequence across locations where a normal SUV couldn’t go as such terrains would be impossible to achieve by a regular SUV. The shoot was executed across challenging terrains in Mumbai, Nashik, and Manali to give the TVC an edge, along with a diverse latitude and an experience of extreme terrains,” Keegan added.

Nitin Karkare, CEO, FCB Ulka said, “We knew the Hexa is a special vehicle the day we set our eyes on it. And, the more we learnt about the Hexa, the more we realized that Tata Motors has gone all out to design a vehicle like no other. Our task was to communicate this passion to the customer, which this film does in many ways.”


Campaign Elements: TVC, Print, OOH, Digital

 Client: Tata Motors

 Creative Agency: FCB Ulka

 National Creative Director: Keegan Pinto

 Creative Team: Donovan Dsouza, Rajdatta Ranade, Ranjit Debnath, Sandeep Urane, Reet Sawhney, Kushal Lalvani, Bhakti Kolge

 Account Management: Kulvinder Ahluwalia, Kailash Kondath, Khyati Anand, Neha Nandakumar, Trinolda Colaco, Juhi Jayaram, Siddhant Mukerjee

Director (of the TVC): Arun Gopalan

Executive Producer: Zina Khan

Production House: Story-tellers

Post production studio: Famous Studio


 TVC Details: TVC and Digital

 Working title of film: The Spirit of Hexa

 Duration: 2.35 Digital ; 60 and 30 for TVC

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