Tata Hitachi Construction Machinery - Chalo Desh Banaye Campaign
Tata Hitachi Construction Machinery - a joint venture between Tata Motors Limited (40 percent) and Hitachi Construction Machinery Limited (60 percent), has been an integral part of India’s growth story for more than six decades. The organization’s unwavering commitment to manufacturing high-quality construction equipment, has played a crucial role in numerous significant infrastructure and mining projects across the country.
Actively partnering with the Government of India’s ‘Make in India’ initiative, Tata Hitachi manufactures a wide range of construction equipment in its plants at Dharwad and Kharagpur. Its commitment has solidified the organization’s position as a reliable solutions provider for customers, delivering superior quality products, and contributing to the nation’s economic development.
The concept of the new campaign originates from the brand theme of Chalo Desh Banaye, which is a clarion call to build the nation. The creative takes a warm, personal, and engaging approach, showcasing the act of building the India of tomorrow wherein the expression of “kartavya” interlinks the performance of one’s duty and the purpose of building the nation.
The creative emphasizes the importance of growing up with dreams and aspirations for oneself and the nation, through the innocent banter between siblings whose conversation gives a very real, emotive, and micro vision of how children are aware and ready to contribute to building India. The father validates their vision and is as much a metaphor as he is proof of the multitudes who are building India every day, in their own way.
“Aao Kartavya Nibhaye, Chalo Desh Banaye” is a call to action; it captures the essence of Tata Hitachi’s belief that every individual has a role to play in building a brighter future for India, and reinforces the thought that through one’s strength, commitment, and passion, the citizens of India can drive the country to reach new heights.
For more information please visit https://www.tatahitachi.co.in/ chalo-desh-banaye-2023