Mumbai : Tata Motors introduced the Tata Xenon pick up in Tunisia 3 years ago. Within 2 years, the brand established to take on the No. 2 position in the market with a dedicated customer base. However, with an aim to take the brand to the next level and emphasise on the brand recall, Tata Motors recently launched new variant for the Tata Xenon in Tunisia.
Based on extensive research with pick-up drivers, existing consumers, competition consumers, industry veterans and other stakeholders, along with some noted academicians in the country, the brand has unearthed cultural and locally-inspired insights that would make for a rich and meaningful communication, something that would touch the hearts of the Tunisian consumer.
Through this campaign, we wanted to take the customers on a journey of an Indian brand beautifully infused the spirit of patriotism within every Tunisian pick-up Driver and gave them an Anthem that reflected their desire to take their country ahead – come what may.
Speaking on the initiative, Rudrarup Maitra, Head, International Business, Commercial Vehicles, Tata Motors said: “We introduced Tata Xenon in Tunisia in 2016 and in a short span of time, Tata Xenon managed to become a significant player with its sheer performance. This was an important milestone for an Indian automotive brand, in a market with strong foothold of Japanese and European brands. In order to further drive our growth, we needed to support the brand with communication, which was both culturally and locally relevant as well as engaging for the Tunisian customer. We embarked on a customer immersion journey wherein we mined many deep customer insights. The extensive research surfaced a strong need of self-reliance amongst the customers and the need to be tough to be able to strive towards better life. We also realized that the Tunisian National Anthem resonates with the essence of what the Tata Xenon brand stands for. This gave birth to “Only the tough can” campaign, which is a result of the hard work put in by marketing team, our agency partners and our distributor partner Le Moteur. Our primary closed group research has shown that the campaign is being received well and is managing to create the emotional connect we had hoped for. We are very excited to take it ahead as a full-fledged campaign across TV, outdoor and digital.”
Siddhant Lahiri, Strategic Planning Head, Rediffusion Mumbai said: “The revolution of 2011 changed Tunisia. It is a country recovering from a tumultuous past. It is a country trying to boost its economy after a severe civil uprising. The market is nascent yet ridden with strong Japanese, European & Chinese brands when it comes to automobiles. Therefore, marketing high value products is a challenge in the country, especially commercial vehicles. Hence, it was essential to connect this vehicle with an intrinsic cultural truth – otherwise this would remain yet another launch. While jobs are few, competition is huge and as a result Tunisians are more inclined towards self-reliance. It is a nation of entrepreneurs – self-starters who refuse to take no for an answer in their quest for a better future. This reflects perfectly on their sentiment towards the country as well: people are deeply patriotic and want to do more for their homeland. Despite the rough circumstances, they consider it their responsibility to help their country – they want to rise up for their country’s might and drive it towards a glorious future. They call themselves “the defenders of their Homeland.”
Avik Roy Choudhury, Business Head, Rediffusion Mumbai said: “In a category dominated by Isuzu and promoted primarily through product and its specifications, we needed a communication that would help differentiate our brand while at the same time endear us to the consumers, who believed that albeit the present conditions of the country were tough they needed to take things in their own hand to ensure a better and brighter future for themselves, their families and thereby their nation. The resultant communication evolved out of several rounds of research that were conducted in the country, talking to our customers, competition customers, dealers and even academicians from Tunisia”
Pramod Sharma, ECD and Creative Head, Rediffusion Mumbai, said: “We decided to launch the toughest Tata Pick-Up by paying an ode to this spirit amongst the drivers and people of Tunisia. The spirit of the people in Tunisia and traits of the vehicle match each other perfectly in the campaign line: Only the Tough Can. We shot extensively across Tunisia to catch the ethos, spirit and culture of the nation. Mazen Fayed is a well-known director from Lebanon and he really helped bring our vision for the brand alive. For the music we chose Hamza Fadhlaoui, an upcoming Tunisian singer. The anthem itself has been composed by Peter Ata, a famous musician based in Los Angeles. As a team we are happy with the outcome of this effort.”
Conceptualised by Rediffusion, the TVC is on air in Tunisia along with a full-fledged outdoor & digital plan to promote this new brand message across Tunisia.
Agency:Pramod Sharma, Siddhant Lahiri, Avik Roy Choudhury, Rahul Jauhari,Navonil Chatterjee, Hari Desikan, Mamta Salian, Yogesh Dugade,Sreenath Pillai, Harish Mishra.
Director: Mazen Fayed
Production House: Vijay Perriera (Chris Chros Films)