When 35 Tonnes Feel Like a Toy Truck!

Some launches scream power.
Others deliver emotional relevance.
This one needed both, without losing grip on the mining audience.

We recently created the hero product launch film for BHARATBENZ trucks powered by Torqshift, and it was far from a typical product AV.
These are no ordinary trucks. We’re talking about massive, high-torque mining trucks that are notoriously tough to operate.

The kind you respect before you even touch the wheel.
But the story had changed. With Torqshift (a world-class AMT), the drive became so intuitive that, during one of our ideation sessions, our customer Sankaralakshmi Sundaram said, “It almost feels like child’s play.”
That was it. The unlock. The spark that shaped the entire campaign.

That insight gave birth to the campaign line: "𝐈𝐭’𝐬 𝐂𝐡𝐢𝐥𝐝’𝐬 𝐏𝐥𝐚𝐲 𝐍𝐨𝐰."
The challenge? Creating a launch film that respected the gravity of mining machinery, while showing the 35-tonne truck as a kid’s battery toy.
Not too playful. Not too technical. Just the right balance of engineering and emotion. A bold leap, but one that clicked instantly with our audience.

The result? A film that's resonating, from boardrooms to mining sites.
Big shoutout to the amazing crew who made this possible, your craft, your grit, your magic. We’re proud of this one.