Ad Campaigns
Tata Motors’ digital campaign vocalising the need for local
MUMBAI: 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. 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.
Tata Motors passenger vehicle business unit head marketing Vivek Srivatsa 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.”
WATConsult CEO Heeru Dingra 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
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
