India, 9th January 2023: Ashok Leyland, the flagship company of the Hinduja Group and India’s leading commercial vehicle manufacturer, today introduced its new brand tagline “Koi Manzil Door Nahin”. Marking the beginning of 75th year of operations in the country, Mr. Dheeraj Hinduja, Executive Chairman, Ashok Leyland, along with Mr. Shenu Agarwal, MD & CEO, Ashok Leyland and Mr. Piyush Pandey, Chairman of Global Creative & Executive Chairman, Ogilvy Group, together launched the new tagline while unveiling the new ad campaign
Ashok Leyland has been the mobility solution provider for transporting people and goods to their destinations, ensuring a reliable ride, since 1948. From manufacturing India’s first double decker bus to creating the first hybrid-electric vehicle the country, Ashok Leyland has helped millions of people move closer to their dreams and, in the process, turned many dreams into reality.
The trusted Ashok Leyland brand believes that there are destinations (Manzil) still to be conquered and more dreams to be achieved for all its stakeholders and for the company itself. The new positioning celebrates the journey that Ashok Leyland has had so far while preparing for the one that lies ahead. ‘Koi Manzil Door Nahin’ is the embodiment of these journeys and its philosophy. With each accomplished milestone serving as a reminder to Ashok Leyland and to the millions who use the vehicles daily that with the right partner by your side, no dream is too far.
Mr. Dheeraj Hinduja, Executive Chairman, Ashok Leyland, unveiling the new tagline, said, “I am delighted to launch the new brand positioning for Ashok Leyland “Koi Manzil Door Nahin”. This is an embodiment of what we truly believe – which is, our customers come first and everything that we do is to enable our customers transform their lives and move closer to their dreams and goals through our innovative products and services. In this current environment where everything seems so volatile, we want to reassure our partners and customers, that with us, no dream or destination is too far. We are by their side, like we always have been.”
The new brand identity depicts customer-centricity of the brand while showcasing its technological innovations in the field. Sharing his views, Mr. Piyush Pandey, Chairman of Global Creative & Executive Chairman, India, Ogilvy Group, commented, “It is a privilege for me and my team to partner Ashok Leyland, a brand that has partnered India almost all through its nationhood. It is a brand which is not only technologically state-of-the-art, but at a human level, is totally state-of-the-heart. In Ashok Leyland’s endeavour to constantly reach greater heights, we have arrived at the spirit of ‘Koi Manzil Door Nahin’ – the new tagline and the spirit the brand.”
The new ad campaign is now live. As Ashok Leyland enters its 75th year, the whole year will see a string of activities, celebrating its journey of innovation and nation-building.
Link to the TVC: https://www.youtube.com/watch?v=xJXe1XhsYRg