SOUL relentlessly empowers the community, driving them on adventures since its inception. The ad pays homage to Durga, whose eternal power is an inspiration for SOUL. It features Tata Motors SUVs around their source of power - SOUL, similar to how garba is danced around Durga.
Celebrated across India, Navratri marks the arrival of ‘Maa Durga’. The festival is known for ‘garba’ -a unique dance around the idol of Durga - which represents a form of worship of the goddess’s eternal power. SOUL - the Tata Motors SUV community, who’s aim is to explore the unexplored lands and experience the wonders of nature. With its latest excursion to Thar coming up - the brand has chosen to leverage Navratri by creating a wish post that teases the audience of power-packed adventure that awaits in Rajasthan. Also, it shines light on how SOUL is the source of never-ending power for the SUV owners’ community - similar to Durga.
Digital advertisement created by Dentsu Aegis Network, India for SOUL - SUV OWNERS UNITED LEAGUE, within the category: Automotive.