Tata Motors Commercial Vehicles has rolled out a campaign, ‘Better Always’.

Conceptualised and executed by Ogilvy India, the film draws from the foundational idea of shifting the focus from just machines to people. It celebrates the unseen heroes of the road, drivers, fleet owners, and entrepreneurs whose grit and determination keep India moving. Through evocative storytelling and visuals drawn from across the country, it honours journeys of hard work, hope, and pride, reinforcing Tata Motors Commercial Vehicles’ enduring commitment to empowering livelihoods.

What we think about it: The ad is nicely executed, with strong visuals and a clear idea, but it feels a bit stretched. While the storytelling is engaging, it doesn’t quite achieve strong top-of-mind recall.

Sudeep Bhalla, head - corporate communications, Tata Motors, said, “‘Better Always’ reflects our belief that progress is a continuous journey, and it is our responsibility to relentlessly raise the standards for the nation we serve. It reinforces our long-term commitment to strengthening India’s mobility ecosystem with purpose and resilience. It signifies our focus on continuous improvement across products, services and solutions as we closely work with customers and stakeholders to foster sustainable growth, shared progress, and collective success.”

Anurag Agnihotri, chief creative officer, Ogilvy West, said, “Tata Motors Commercial Vehicles has a legacy. It has participated in nation-building. Yet it is a new entity, all charged up and looking forward to a better future. The vehicles carry not just material, but meaning: raw resources, infrastructure, lives, livelihoods, and dreams. The ad talks about this significant yet everyday role Tata Motors Commercial Vehicles plays in the act of nation-building.”