Tata.ev has rolled out campaign, ‘1991 to 2025 and beyond’, to mark the upcoming launch of the Tata Sierra EV, a modern revival of one of India’s most beloved SUVs.

The Sierra EV is expected to hit the Indian roads on 25 November 2025, according to media reports.

The campaign consists of an ad film.

At the heart of the film is a nostalgic yet futuristic ad film that traces the car’s journey through time. It opens with a young boy watching the classic Sierra glide past his window, a symbol of aspiration and admiration through the decades. The story then moves through different perspectives: a man in a telephone booth pausing to admire the car, another catching its reflection with quiet envy, and finally, the all-new Tata Sierra EV charging ahead through an open landscape, overtaking a herd of wild horses, a cinematic cue to its evolved power and spirit. The film ends with a bold declaration: “The legend has returned" and a sleek showcase of its digital panel, premium interiors, and design elements.

What we think about it: While the film nails the nostalgia, it leans so heavily on emotion and legacy that it barely showcases the EV’s actual features or technology, leaving viewers with more sentiment than substance.

The campaign, released across social media platforms on 11 November.