Mumbai, April 2021.

Tata Motors, one of the world’s leading automotive manufacturers, announced the launch of its new marketing campaign on the occasion of the start of the holy month of Ramadan. Titled #Celebrating Goodness with Tata Motors, the commercial endeavours to instil optimism and provide solace, especially during these challenging and tough times, during the COVID-19 pandemic. The ad encourages spreading cheerfulness and delightthrough#NekiHiDariya, the path of righteousness and good deeds, which is keeping with the true spirit of Ramadan.

The ad depictsa group of employees working selflessly to ensure that their employer doesn’t miss breaking his fast or better known as ‘iftar’due to his car breakdown.Overwhelmed by their gesture, the employerheartily invites hisemployees to his residence for them to break the Ramadan fast together, while they celebrate over dinner table. The ad highlights the spirit of compassion, benevolence and equalitywithin everyone, across all nationalities and race. The film has been conceptualised and developed by creative agency Ogilvy, India.

Speaking on the launch of the ad, Mr. Rudrarup Maitra, Vice President, International Business, Commercial Vehicle Business Unit, Tata Motors said "Ramadan is an important period for Tata Motors customers worldwide, and every year during this auspicious period, Tata Motors shares a beautiful message on the human spirit that binds us all together and connects us through our aspirations. This year, Tata Motors celebrates this everlasting human spirit of helping and inspiring each other through this beautiful film and shows that the spirit of Ramadan is experienced best when it is celebrated together. Wishing everyone a blessed Ramadan!”