| MUMBAI: Tata group recently unveiled
their new TVC on the channel. But this one doesn't tom-tom the group's
achievements and neither is it a brand building campaign.
Instead the commercial that launched across all major news channels
from 14 October aims at commemorating the core Tata values. The
TVC was launches across channels such as CNBC, NDTV, Aaj Tak, Star
Movies, Star Movies, Star World, Star News and also major language
channels.
In addition to that, the group is planning to unveil a radio campaign
and print campaign soon.
|
The
year 2004, branded as the Century of Trust, marks a century of Tata
group's establishment in the country. Speaking to indiantelevision.com
Tata group spokes person offered, "We are not really celebrating
anything and hence the TVC doesn't have a festive look and nor do
we need to do a brand building exercise. What we wanted to do is to
commemorate the three centenaries of our founder members JND Tata,
JRD Tata, and Naval Tata."
Speaking
about the creative aspect of the TVC Rediffusion DY&R Coo Deb
Sen, "What brief we got was that it had to be emotional. Why
children, well it had to portray future, a sense of transparent
values." 
The
TVC starts with a child walking towards his friends who are waiting
for him to play football. What follows is an action packed game
with kids playing with gusto, and the camera pans to goalie- a kid
suffering from polio and how he effectively blocks the goal overcoming
his disability.