At the 2014 Indian Auto Expo, Tata Elxsi, India’s leading design firm, provided significant visual design assistance to Tata Motors to help articulate the Tata Motors ‘DesignNext’ strategy unveiled at the expo.
Working closely with the Tata Motors design team, Tata Elxsi’s work included graphics and decals on the commercial vehicle exhibits as well as visual animated content as part of the brand strategy articulation. The visuals contributed to the world-class image of the vehicles. The design challenge laid out by Tata Motors for Tata Elxsi was to accurately reflect the unique brand identity and distinctive positioning for each of these vehicles.
To state an example, the Ace Zip, a micro truck from Tata Motors, for last mile transport needs, had to look cool, while the large Prima truck needed to look bold, tough and powerful. Working to the directions from the Tata Motors design team, customized visual identities aligned with the ‘DesignNext’ strategy were developed that were fresh, original and consistent. Product films were also prepared to effectively showcase product features. Content was delivered for the Ace Zip, the Magic Iris, the Articulated City Bus, the Parallel Hybrid Bus, the Ultra Narrow Cab and the Prima truck.