MUMBAI: Tata Motors has launched an ad campaign created by Draftfcb Ulka for its new offering, the new Vista D90.

In keeping with this vision for the brand, the campaign captures youthfulness in a fresh way. The TVC shows two Vista D90s driving alongside each other with parasailers, attached to the rear of the car, being lifted in the air as the cars catch speed. The analogy brings to life the new Vista D90’s powerful 90 PS engine – befitting its claim of being ‘Designed to thrill’.

The agency felt that with the addition of features like the Touchscreen Multimedia System with GPS and Automatic Climate Control, there was a need to communicate how the new Vista D90 enhances one’s overall experience and sets a new precedent for hatchbacks in its class.

Draftfcb Ulka group creative director Kartik Smetacek said, “The commercial is essentially a demonstration: Of power, of thrill, of the adventurous, adrenaline-fueled lifestyle that defines the new Tata Motors.”

The ad films has been produced by Chrome Pictures while Amit Sharma has directed it.