Tata Motors, one of the world’s leading automotive manufacturers, announced the launch of its new marketing campaign on the occasion of the start of the holy month of Ramadan. Titled #CelebratingGoodness with Tata Motors, the commercial endeavours to instil optimism and provide solace, especially during these challenging and tough times, during the COVID-19 pandemic. The ad encourages spreading cheerfulness and delight through #NekiHiDariya, the path of righteousness and good deeds, which is keeping with the true spirit of Ramadan.
The ad depicts a group of employees working selflessly to ensure that their employer doesn’t miss breaking his fast or better known as ‘iftar’ 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 dinner table. The ad highlights the spirit of compassion, benevolence and equality within everyone, across all nationalities and race. The film has been conceptualised and developed by creative agency Ogilvy, India.