Tata Hitachi launches new, distinctive communication that reminds us that building the India of tomorrow is not just a mere goal but a duty we must fulfil with dedication and passion.

Tata Hitachi Construction Machinery, a joint venture between Tata Motors Limited (40 percent) and Hitachi Construction Machinery Limited (60 percent), has been an integral part of India’s growth story for over six decades. The organisation’s unwavering commitment to manufacturing high-quality construction equipment has been crucial in several significant infrastructure and mining projects nationwide.

The concept of the new campaign originates from the brand theme of ‘Chalo Desh Banaye, which is a clarion call to build the nation. The new communication leaps to showcase that nation-building is a duty we all must fulfil with dedication, pride, and passion.

The new communication reflects the brand’s deep-rooted commitment to the country’s growth and urges individuals to fulfil their responsibilities and actively contribute to the nation’s progress.

This new creative takes a warm, personal, and engaging approach, showcasing building India of tomorrow as a duty that each citizen must fulfil. The creative expression of “kartavya” becomes the seamless bridge where the performance of one’s duty and the purpose of building the nation are interlinked.

“Aao Kartavya Nibhaye, Chalo Desh Banaye” is a celebration of pride and a call to action. Tata Hitachi firmly believes that one can move the country to new heights through strength, commitment, and passion. The communication reinforces the thought that it is an individual’s moral duty to build a better tomorrow for the future generation.

Through innocent banter between siblings, the creative emphasises the importance of growing up with dreams and aspirations for oneself and the nation. Leveraging the conversation between the two kids gives a very real, emotive, and micro vision of how children are aware and ready to contribute to building India. The father validates their vision and is as much a metaphor as he is proof of the multitudes who are building India every day in their way. Capturing the essence of Tata Hitachi’s belief that every individual has a role to play in building a brighter future for India.

In a collective effort with the government’s ‘Make in India’ initiative, Tata Hitachi manufactures a wide range of construction equipment through its Dharwad and Kharagpur plants. A commitment that has solidified the organisation’s position as a reliable solutions provider for customers, delivering superior quality products and contributing to the nation’s economic development.

For more information, visit https://www.tatahitachi.co.in/chalo-desh-banaye-2023