For years, the heavy motors vehicle segment in India has been lamenting issues such as low comfort and restricted utility spaces amongst others which also happen to impact the truck driver’s productivity and remuneration.
But in a refreshing turn of events, Tata Motors Commercial Vehicles has launched a new and upgraded version of the Signa truck which focuses on solving the common issues faced by the truck drivers’ community.
As part of the new launch, the brand has also rolled out a new video that highlights the product’s benefits and enhanced features such as mechanically suspended seats, tilt and telescopic steering, AC and music system options as well as larger utility and storage space.
All of these features, as per the brand, not only help in bringing about ease in the lives of truck drivers but also help them earn better revenue.
The two-minute ad film for Tata Motors’ New Signa features an unexpected yet emotional reunion of sorts between a student and his teacher as the former hears his ‘guruji’ inquiring about the next bus to Polachi as he missed getting on to the one which he had initially planned.
The video opens up with the student, who now drives the New Signa, introducing his teacher to one of his acquaintances at a small tea shop as being the one who transformed his life by making him a driver from a mere cleaner.
Following this, the student asks his guruji if he’d be interested in travelling with him on his truck as Polachi falls enroute to Kerala. To this, the teacher responds by saying that it isn’t a very feasible option for him.
Taking this as a cue, the student clarifies that the upgraded cabin of the new Signa truck by Tata Motors feels similar to that of home as it is both spacious and has better utility.
Post witnessing the new features of the truck, the teacher finds it viable enough to not just get on the vehicle but also praises his student for doing good in life.
As the campaign film progresses, the various features and enhancements of the truck are unveiled one by one, blended in a very conversational way with the storyline of the film.
By the end of both the journey to Kerala and the brand film, the teacher’s perception of traveling in a truck is changed drastically.
Tata Motors has launched the campaign film in a slew of languages including Hindi, Bengali, Tamil, Telugu and Kannada to reach out to the larger community and highlight how having more comfort during rides can catapult the productivity and income levels, both of the truck drivers.
Via its new product launch, the brand has not just solved the much talked about issue in the Heavy Motor Vehicles segment in the country but directed its communication on what it does best- communicating the product benefits of what is known to be a company which makes ‘Desh Ke Trucks’.
