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As the month of Ramadan starts, The Drum finds out how leading automotive brand Tata Motors is approaching its Ramadan campaign this year.

Tata Motors, a leading global automobile manufacturer of cars, utility vehicles, pick-ups, trucks and buses, unveiled its Ramadan campaign recently. In keeping with the theme of the festival, the ad ‘celebrating goodness with Tata Motors’ encourages doing good deeds and instill optimism, especially during these challenging times, during the COVID-19 pandemic.

The film is a heart-warming story based in the Middle East, that depicts goodness, positivity and generosity among employees and employers from different nationalities and races.

The ad, conceptualised by Ogilvy India, shows how a group of employees ensure that their employer doesn’t miss breaking his fast due to his car breakdown. Overwhelmed by their gesture, the employer heartily invites his employees to his residence for them to break the Ramadan fast together, while they celebrate over the dinner table.  

The film

Elaborating on the thought behind the campaign, a Tata Motors spokesperson says, “The last 12-14 months have been particularly difficult due to Covid-19 and the resultant lockdown. After interacting with various stakeholders – drivers, customers, fleet owners, workshop personnel etc; we realised the need to view Ramadan through a cultural lens and the common thread that emerged was around acts of goodness.”

In last year’s ‘Neki Hi Noor’ campaign, Tata Motors had paid a tribute to all those who had chosen to carry on amid the pandemic. The ad had a focus on the custodians of the supply chain as the unsung heroes who have managed to deliver our daily bread and helped maintain some normalcy in our interrupted lives by risking their own at every moment, the spokesperson adds.  

Sukesh Nayak, chief creative officer - Ogilvy India, West takes The Drum for a behind-the-scenes view on the making of the campaign

On the association with the brand 

Interestingly, this is Ogilvy’s third year on the same brief. With the Middle East being an important market for Tata Motors, we have partnered them to help create moving stories year after year, which connect with the masses during the festive occasion.

On the tough part of the brief

The toughest part was to find an insight that is deeply rooted in the region and has a unique point of view and then crafts a story around that insight with the brand playing a central role in the story. Getting the language right was made easy for us by the Director and her team, who also discovered these amazing actors.

On the fear of getting lost amongst many similar-looking campaigns

An ordinary story during a festive time that does not share anything new will sink, but a story that has an interesting tale to tell will work well.