The Indian highways and its Dhaba culture signifies the tough and ruggedness of the clan called the Truck drivers!
The hard working truck driver who is most often having dubious credentials in our mind share.
If I recall a truck driver its mostly in the light of a harbinger of HIV to hinterlands and innocent village women from the commercial sex workers of cities?
Another image is that of a drunk and reckless driver on the rampage on the highways?
Many ads portray them as simple fellows who work very hard,stay away from their family and culture and are in most hostile of the places-I think this is a picture to which I would like to remember them.
But guess what all this is about to change with the launch of TATA Prima!!
TATA the Indian conglomerate is known to be a challenger to the paradigm be it the Tata Salt or the Nano!
The core value proposition of serving the masses and building trust has made Tata brand as pure as gold.
I am sure those who work for Tata must be a proud lot!
Coming back to Tata Prima- now the poor truck drivers can travel in AC comfort and avail the well deserved comfort and pride which will come from owning a Prima.
The Prima boasts of Italian Design,American,European and Korean engines,Mexican chassis,Japanese and Korean sheet metal dies,German and American gearboxes and Swedish fabrication!!
Wohh that a lot of world technologies and expertise put in a bonnet??
Hope the truckers approve of it!!
But hey wait- Will we not miss the customized decorated like a bride Indian truck which has "HORN OK PLEASE" written at the back!!
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