Chhota Hathi Digital Campaign
Way back in 2005, Tata Motors introduced a new concept in the commercial vehicles market segment. Branding it Ace and calling it India’s first Mini Truck, Tata Motors reached out to a wide audience of prospective owners as a superior alternative to the 3-wheeler ‘tempo’ goods carrier. Essentially an intra-city vehicle, Ace was called the ‘Chhota Haathi’, a reference to its compact size, yet superior strength to carry goods. A successful launch saw Ace sales grow with every passing year – touching 1 million in 2012 and crossing 2 million in 2017.