Atmanirbharta by Tata Motors’ – A digital campaign vocalising the need for Local. – Adarsh Maharashtra

Mumbai, 10th August, 2020: Tata Motors, India’s leading auto brand in association with WATConsult, the globally awarded hybrid digital agency from the house of Dentsu Aegis Network (DAN) India, today announced the launch of ‘Atmanirbharta by Tata Motors’ – a digital campaign highlighting the existence of localisation in everything that we do. Designed and conceptualised by WATConsult, this campaign has been released ahead of the glorious occasion of India’s 74th Independence Day and emphasises on the meaning of ‘Atmanirbharta’ or self-reliance for individuals and the nation as a whole.

Solidifying the brand’s stance for the ‘Vocal for Local’ initiative, the campaign is headlined by a video, which begins with a very young boy named Rohan shown seated in the rear seat of a Tata Nexon, while his father is driving him across the town. The son inquisitively asks his father, “Atmanirbharta kya hoti hai?” i.e. “What does Atmanirbharta mean?”. By showing a range of occupations to his son, the father makes him understand that Atmanirbharta means being self-reliant in all aspects of life and that it applies to people from all walks of life – be it a toymaker, bangle vendor, scientist or an engineer from ISRO, who sequentially appear in the film. The video ends with the display of Tata Motors’ New Forever range near a hoisted Indian flag, exemplifying the Company’s ability to deliver best in class products that cater to the local needs & tastes while evolving with time and being ever popular with customers.

Adding to the above, ‘Atmanirbharta by Tata Motors’ highlights that reaching the goal of being self-reliant is not an individualistic responsibility, but a collective one that falls on the shoulders of the entire country.

Commenting on the launch of this campaign, Mr. Vivek Srivatsa, Head Marketing, Tata Motors Passenger Vehicle Business Unit said, “Tata Motors has always been known as an automotive brand that is a flag bearer for products that caters to the Indian customer. Our cars are manufactured locally and provide world class Design, Safety and Driving pleasure to all. We are proud to be at the forefront of the conversation of being ‘Vocal for Local’. This campaign is our tribute to all the people and the homegrown businesses in India who make our country what it is. I am glad that both Tata Motors and WATConsult took this opportunity to emphasise on this message, and thereby in our own small way, we want to encourage the nation to understand a few aspects of being ‘Atmanirbhar’. Through the ‘Atmanirbharta by Tata Motors’ campaign, we want to steer relevant conversation around the subject by sharing our perspective, while encouraging our customers and the country to work towards this overarching goal.”

Talking about the campaign, Ms. Heeru Dingra, CEO, WATConsult added, “We are happy to have extended our relations with Tata Motors to curate a concept on a topic that is so relevant in today’s time. The idea was to promote and appreciate the concept of ‘Atmanirbharta’, which is becoming a necessary trait and a motto for our nation. While the animation makes the video more endearing, the narrative seamlessly portrays the potential that India drives, in terms of talent, power and various other aspects, in today’s age. With this video we are confident that we will be able to help each one of us understand the importance of being self-dependent along with respecting all the workers from different strata of life who are in their own way making our nation self-reliant.”

This campaign’s concept takes an adaptive approach by using an animated video for the film as a substitution for a live action version, keeping into consideration the ongoing need for physical distancing. Initially launched in our national language – Hindi, this video will also be translated in English and multiple other regional languages to create a nationwide resonance.

Click here to watch the full video – Atmanirbharta by Tata Motors

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About Tata Motors

Tata Motors Limited (BSE: TATAMOTORS), a USD 44 billion organization, is a leading global automobile manufacturer of cars, utility vehicles, pick-ups, trucks and buses. Part of the USD 110 billion Tata group, Tata Motors is India’s largest and one of the few OEM’s offering extensive range of integrated, smart and e-mobility solutions. It has operations in India, the UK, South Korea, Thailand, South Africa, and Indonesia through a strong global network of 134 subsidiaries, associate companies and joint ventures, including Jaguar Land Rover in the UK and Tata Daewoo in South Korea.

With a focus on engineering and tech enabled automotive solutions catering to the future of mobility, Tata Motors is India’s market leader in commercial vehicles and amongst the top four in the passenger vehicles market. With ‘Connecting Aspirations’ at the core of its brand promise, the company’s innovation efforts are focused to develop pioneering technologies that are sustainable as well as suited to evolving aspirations of the market and the customers. Tata Motors strives to bring new products that fire the imagination of GenNext customers, fueled by state of the art design and R&D centers located in India, UK, US, Italy and South Korea. Internationally, Tata commercial and passenger vehicles are marketed in countries, spread across Africa, the Middle East, South Asia, South East Asia, South America, Australia, CIS, and Russia.

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Media Contact Information

Tata Motors Corporate Communications E-mail:

Tel: +91 22-66657613

About WATConsult:


WATConsult is the globally awarded hybrid digital agency from the house of Dentsu Aegis Network. It has 5 other verticals, Audientise, SocialCRM24*7, eCommencify, InnoWAT, and Recogn, which offer varied digital services. It has received more than 200 awards and recognitions in the field of digital media marketing including a GRAND PRIX at Prague International Advertising Festival. It is the only Indian Digital Agency to have made its way to Cannes Lions 2018. Recently, the agency won a Gold in ‘Thriving Culture’ category at Social Samosa AgencyCon Awards and attained ‘The Best workplace & People development’ title by Business Leader awards.

It has won 11 Agency of the Year awards including: ‘The Digital Agency of the year’ at Social Samosa’s AgencyCon awards 2020;  The most influential digital agency of the year in 2019 by Brand Equity Agency Reckoner; ‘Display Agency of the Year at Digixx 2018; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards 2017; Marketing Agency of the Year at MCube 2017; Digital Agency of the Year at Delhi Ad club awards 2017; Digital Agency of the year at DOD awards 2016; The Campaign Agency of the year India (Bronze) at the Campaign Asia Awards; ‘Boutique Media Agency of the Year’ at Media Ace Awards 2015, Mumbai, ‘The Social Media Agency of the Year 2014’ at Socialathon Delhi and ‘The Most Progressive Digital Agency Award’ at CMO ASIA Singapore.


About Dentsu Aegis Network India


Dentsu Aegis Network’s presence in India comprises the global network brands Carat, iProspect, Isobar, Posterscope, Vizeum, MKTG, Amnet and mcgarrybowen along with the Dentsu branded agencies – Dentsu Impact, Dentsu One, Dentsu India, dentsu X, Taproot Dentsu and Dentsu Webchutney. Also, newly added to the group are the recently acquired local brands Milestone Brandcom, WATConsult, Fountainhead MKTG, the Perfect Relations Group, Happy mcgarrybowen, Fractal Design Studio, SVG Columbus and MerkleSokrati.

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