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Tata Ace returns as Tata Ace Gold in latest campaign featuring Akshay Kumar

04-August-2018
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Tata Ace returns as Tata Ace Gold in latest campaign featuring Akshay Kumar

There has been an increasing rate of unemployment among India’s educated youth. Post-graduates and graduates are walking pillar to post in search of employment. While job losses are a significant cause for unemployment in India, India has also been suffering from slow creation of jobs. To reduce its rate of unemployment, India will need to create 10 million jobs per annum until 2030. As per a research report by Motilal Oswal, this roughly translates to 8,30,000 jobs every month for the next 12 years.

In 2005, Tata Motors pioneered the small commercial vehicle industry with the launch of Tata Ace. Since then, Tata Ace has been providing significant economic and social benefits to all its customers and the entire ecosystem itself. "Chotta Haathi" as it is popularly known, the Tata Ace has helped over 20 lakh customers become successful entrepreneurs and is the largest selling CV brand in India.

With the first version of Tata Ace began the evolution of the Small Commercial Vehicle segment, revolutionising the last mile distribution in the country and it very soon became a legend in the Commercial Vehicle Industry. The equity of the legendary Tata Ace is unparalleled and it enjoys a strong emotional connect with the customers. It has now been fashioned as Tata Ace Gold. Through this campaign, Tata Motors aims to be an ‘employment generator’, and "ACEpires" individuals to become entrepreneurs and provides a solution to India’s employment challenge.

Tata Motor’s latest campaign ‘Kaamyabi Kal, Aaj Aur Kal’ showcases the struggles of a youth in finding a job, and how his family and Tata Ace Gold play a major role in building his future. Akshay Kumar is seen in a double role in the ad film, as both father and son. The film revolves around the son who is frustrated due to lack of employment opportunities and joblessness. After several attempts, he reaches a stage where he loses all hope. The father who painfully watches his son lose hope each day, decides to offer his son a job. He surprises his son with an appointment letter and hands over the keys to a Tata Ace Gold. The son is overwhelmed by his father’s gesture and sets off on a journey to becoming a successful entrepreneur. The film highlights the bond of a family and how they support each other through all of life's trials.


U.T. Ramprasad, Head, Marketing & Communications, Tata Motors Commercial Vehicles Division, said, “Across popular culture and even life, the comeback has always been hugely anticipated. The return has always been a matter of folklore. So too with classic variants of a brand being revived. And the story of Ace Gold is exactly that - the return of a winner and perennial crowd favourite. At a great accessible price point, Ace Gold is all set to offer an opportunity to thousands of young men across the country to be the masters of their own destiny.” 

Anita Nayyar, CEO - havas-media_751.html">Havas Media Group, India & South Asia and CEO - Havas Group, North India, said, “We have been partnering Tata Motors Commercial Vehicles endeavours for over 5 years now. This campaign is different in the objective it is trying to achieve - far larger than what any brand would strive for. In order to magnify the association of the brand with its solution towards unemployment, the brand team and us have collectively stitched together innovative media associations that further strengthen the Brands proposition. We really believe that this campaign delivers far more than any regular campaign because of the enormity of the task it tries to achieve"

Conceptualised by Rediffusion Y&R, the campaign has been rolled out in India across various media platforms including TV, print and digital by Havas Media.

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