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Tata Motors & Jack in the Box Worldwide set out on a journey of Connecting Aspirations

MediaInfoline April 12, 2018

The vast world of digital marketing sees dozens of campaigns and launches everyday. Campaigns that make us laugh, or maybe even shed a tear. But, more often than not, they end up being one sided, brand-centric communication. Which is why, it was such a refreshing change to see TATA Motors go beyond the ordinary and make a real impact while launching their new corporate identity – Connecting Aspirations. A carefully chosen promise based on the brand’s philosophy of bringing people closer and being the vehicle that drives them towards achieving their dreams.

And true to this promise, TATA Motors made the people a part of their vision and helped bring some of their dreams to life.

To launch Connecting Aspirations, Jack in the Box Worldwide, the digital agency brand of The 120 Media Collective, created a one-of-a-kind platform to connect like-minded individuals and bring them together to realize their aspirations. Know more click here

Sujan Roy, Business Head, Passenger Vehicles – International, Tata Motors said, “JITB has been one of the key digital agencies that has been working closely with Tata Motors as part of our Corporate Transformation journey. Our association started with the much-awarded digital campaign leading up to the debut of Racemo,a sports car that announced the new TAMO future mobility solutions vertical at Geneva Motors Show 2017. JITB was the natural choice as a digital partner when we wanted a quick, creative and targeted campaign to publicize our new corporate brand promise – Connecting Aspirations. 

This time around, JITB conceptualized a multi-episode docu-series that explained what connecting aspirations meant for very different sets of people and how Tata Motors played its role in the fulfilment of their aspirations. We look forward to taking our association with Team JITB further with the next campaign.

KaizadPardiwalla, President& Chief Operating Officer, The 120 Media Collective, commented on the campaign saying “It was early 2016 when JITB partnered with Tata Motors in what we believe was the start of an extremely rewarding  journey. The launch of Racemo got an overwhelmingly positive response from both, the audience, and the marketing & communication fraternity. Buoyed by its success, we embarked upon our next journey, a road trip across the country, where we connected people with  similar aspirations and an ambition to deliver social change. The Tata Motors PVIB team headed by Sujan is one of the most digital forward teams we have worked with and we are excited to extend our partnership to a new campaign, which promises to be just as exciting and trailblazing as the earlier ones.”


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