New Delhi: Euler Motors, a key player in India’s commercial electric vehicle segment, has unveiled its latest brand campaign, “Ton Tana Ton”, designed to highlight the strength and profitability of the Euler Turbo EV 1000, the company’s 1-tonne payload electric cargo vehicle.
At the heart of the campaign is a bold creative move: the iconic song “Tan Tana Tan Tan Tan Tara” has been recreated by playback legend Abhijeet Bhattacharya, reviving a cultural phenomenon that resonates across generations—millennials, Gen Z, and boomers alike. Conceptualized by Hakuhodo India, the campaign balances nostalgia with modern energy, mirroring Turbo’s spirit and connecting deeply with drivers and fleet owners.
For Euler Motors, Ton Tana Ton symbolizes both the vehicle’s one-tonne payload capacity and the expression of ‘first-class performance’. The campaign underscores how Turbo combines payload strength, affordability, and road readiness. “With Turbo, more payload means more trips, more earnings, and more confidence in business,” the company stated. The brand film begins with a driver receiving a heavy delivery request, responding confidently with “hojayega”, reflecting trust and ease, followed by a montage of everyday triumphs showcasing the vehicle’s capabilities.
Commenting on the campaign, Pallavi Arora, AGM – Marketing, Euler Motors, said, “With Euler Turbo EV 1000, we wanted to address the long-standing myth that electric vehicles can’t handle high payloads or demanding roads. Choosing a song wasn’t just a creative choice; it was a strategic one. By reimagining an iconic track that already lives in the hearts of millions, we aim to create instant recognition, pride, and recall. Ton Tana Ton isn’t just a catchy tune – it’s a rallying cry for drivers and fleet owners to see EVs as stronger, smarter, and more profitable partners in their everyday business.”
The campaign, rolling out from September 22, 2025, leverages the catchy soundtrack, lively visuals, and relatable storytelling. Hero visuals emphasize Turbo’s bold stance, with the tagline: “Jab Kamai Zyada Aur Kharcha Kam, Business Chalega Ton Tana Ton”, reinforcing the promise of enhanced efficiency, profitability, and confidence for commercial EV users.
