TATA Motors · MoroccoSuper Ace Launch
AgencyRediffusion Y&R
RoleCreative Director, Writer, Launch Campaign
Recognition
The brief
Tata Motors entered Morocco's competitive light commercial vehicle segment with the Super Ace, a sub-one-tonne pickup built for small business owners and last-mile traders. The brief was to position a newcomer Indian nameplate as a credible, productivity-first workhorse in a market dominated by established European and Asian players. The launch leaned on rational proof — payload, fuel economy, durability — framed through the daily reality of Moroccan entrepreneurs rather than aspirational lifestyle imagery.
The craft
A launch campaign anchored on key visuals built around the vehicle in working Moroccan contexts — markets, ports, ateliers — shot with warm, sun-baked colour and product-hero framing. The system extends across press, OOH and dealership posters with bilingual French / Arabic typography and a clean, utilitarian layout language.
The work — 3 pieces
