TATA Motors · TunisiaOnly The Tough Can
AgencyRediffusion Y&R
RoleWriter, Campaign Line & Anthem
Recognition
The brief
For TATA Motors Commercial Vehicles' Tunisia rollout, the brief was to position the Xenon pickup as the truck for whoever the day demands the most from. We wrote the line — Only The Tough Can — and let real working environments do the talking.
The craft
A master film plus shorter cuts for Tunisian broadcast, shot with real drivers on real terrain rather than studio sets. Hindi-Arabic copy adaptation kept the line intact across markets while letting each cut carry its own working-day context.
Film
The work — 4 pieces
