Mumbai-based Tata Motors, claims to be redesigning its brand positioning with the launch of its new tagline, 'Desh ke Trucks,' for its truck platforms - Prima, Signa, and Ultra.

The campaign was first launched in September of last year, and it appears that the brand is now taking it to the next level with a five-part extension.

Shubhranshu Singh, Vice President, Marketing, Commercial Vehicle Business said, “With customer centricity at the core of our business, we have evolved from showcasing distinct campaigns around the product applications to an advanced storytelling about our mobility solutions that establishes an emotional bond with our audiences."

The new campaign, according to the company officials, emphasizes several comfort elements, connected telematics platform Fleet Edge, collision mitigation system (CMS), and lane departure warning system (LDWS).