TATA Ace from TATA Motors commercial division is one of the most successful last mile connectivity commercial vehicles in the country. The vehicle has over the years developed the segment and loved by consumers and customers alike who ever-so-fondly and endearingly call it ‘Chhota Haathi’.
To showcase the strength, capability and the ability to take on the hurly-burly in the vehicle even if it looked smaller in size. The concept of small is beautiful and powerful was the singular brand proposition to be effectively communicated both to consumers and customers. Also, to showcase top-of-mind the newer bigger and higher capacity proposition.
Adsyndicate devised a simple print innovation with the vehicle ad printed as a bookmark and the tail end of the vehicle peeping out of the ad in major National Dailies. The print innovation was simple but catchy as it was a rare occasion when automotive players explored innovation of such proportions.