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Indiantelevision.com's Media, Advertising & Marketing Watch
 
Tata group's new TVC to commemorate Tata core values
 
Indiantelevision.com Team
(19 October 2004 8:30 pm)
 
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."

The 60-second Corporate TVC is a special initiative developed by advertising agency Rediffusion DY&R. The commercial will run for a period of 10 weeks.

The TVC aired across the channels shoes children playing football and weaves around the Tata group's core idea 'Live your values'. It brings forth the Tata Group core values Faith, Skill, Partnership, Honesty, Teamwork and Respect.

 
 

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."

"What we wanted to portray though the game of football was spirit of game, the togetherness, and the team spirit. The monsoon added an element of complexity and a sense of drama to the TVC, plus it was monsoon when we shot in Goa."

 
 

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.

What the Tata Group plans to showcase through the ad is that it has a long-standing history of upholding its deeply ingrained value system even in trying times. In today's competitive times also, the Group has shown that goals can still be achieved by believing in core values and principles.

 
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