[dragracer567]

I came across this interesting ad on linkedin. For those who don't understand the context, TATA and Ashok Leyland (the latter mostly) buses are widely used in the UAE for the transport of laborers from their 'labour camps' to their worksites. Some of these buses are air-conditioned but most are not.

Why do I say 'heart-warmingish'? Because it's reinforces the prevailing class issue in the UAE, especially along the lines of nationality where some nationalities are considered superior to others (I will not elaborate on this given the forum).

It does however goes to show how important Indian companies have become in some markets.

https://www.youtube.com/watch?v=iOA9zxv87bw

[VKumar]

Moral of the story:

"When even the Toyota/Lexus breaks down, the Tata brings you home" - always have one!

Jokes apart, that's a wonderful execution, particularly the way emotions are expressed by all. Looks like they hired a really nice ad agency. First the nice Safari ad, and then this. Way to go!

[TrackDay]

Originally Posted by dragracer567

It does however goes to show how important Indian companies have become in some markets.

It could also be due to rising competition from the Chinese. In the past, options were limited to Tata & Leyland from India and Mercs & Volvos from Europe. Today that equation is changing. Cheaper Chinese buses are on the prowl to take market share. For instance take public buses in a market like Kuwait. In the past they were flooded with European makes, now it is mainly Chinese. Soon they will take over sectors like School buses & Labor camp transportation with the last frontier being the minibus like Toyota Coasters etc. which are mainly used by Hospitals and clinics.

[D33-PAC]

Pretty cringe if you ask me. The servile behavior of the seemingly South Asian people, and the lordly image of the Lexus driving Arab.

As if South Asians weren't already looked down upon in ME.

[turbo]

Thank heavens it was a Tata bus (which are pretty reliable), and not a Tata car (which, like their Marque brand JLR, are anything but reliable).

[dragracer567]

Originally Posted by D33-PAC

Pretty cringe if you ask me. The servile behavior of the seemingly South Asian people, and the lordly image of the Lexus driving Arab.

As if South Asians weren't already looked down upon in ME.

Thank you for noticing, exactly the problem I had with this ad to be honest! They could’ve shown the South Asians with having more self-respect.

[BANDHAV]

Someone forwarded this on WA and I was like, what is the message, what point they are trying to drive home? I find the whole class thing at play to be demeaning.

[kiku007]

Is this a documentary or an advertisement?!

That's absolutely cringe worthy.

How could this be heart-warming? This is insulting.

IMHO they should have done the opposite and done something to improve the confidence and respect of the expats and NOT glorify their, "Yes master" fate.

[whitewing]

Originally Posted by dragracer567

Why do I say 'heart-warmingish'? Because it's reinforces the prevailing class issue in the UAE, especially along the lines of nationality where some nationalities are considered superior to others (I will not elaborate on this given the forum).

It is advertising, and looking at this advertisement, the South Asians are not the intended audience - as long as they are able to "warm" the hearts of the decision maker, the job is done.

[norhog]

Originally Posted by whitewing

It is advertising, and looking at this advertisement, the South Asians are not the intended audience - as long as they are able to "warm" the hearts of the decision maker, the job is done.

Exactly, even though there is a high low class thing at play here, it will warm the hearts of Arab owners to buy this bus for transport, preferably over the Chinese.

[benbsb29]

Originally Posted by D33-PAC

Pretty cringe if you ask me. The servile behavior of the seemingly South Asian people, and the lordly image of the Lexus driving Arab.

As if South Asians weren't already looked down upon in ME.

Originally Posted by dragracer567

Thank you for noticing, exactly the problem I had with this ad to be honest! They could’ve shown the South Asians with having more self-respect.

Originally Posted by BANDHAV

Someone forwarded this on WA and I was like, what is the message, what point they are trying to drive home? I find the whole class thing at play to be demeaning.

Originally Posted by kiku007

Is this a documentary or an advertisement?!

That's absolutely cringe worthy.

How could this be heart-warming? This is insulting.

IMHO they should have done the opposite and done something to improve the confidence and respect of the expats and NOT glorify their, "Yes master" fate.

I agree with the point you guys made. Having lived in the Gulf for 18 years, I have seen this first hand, and unfortunately, this is still the reality of the region.

My self respect did not make me want to go back in search of a life or job there, after experiencing this during my childhood.

[ariesonu]

Something it terribly wrong with marketing teams of entire Tata Group companies.
Whenever & wherever they have tried to drive their ads around a festival or religion, it has received FLAK.

As Indians, we consider it to be our duty to learn & respect others cultures, even if they are ready to ridicule mine in my face.
Once, on a ship, an East-European officer received an earful from me when he tried to make joke of traditional wedding scene being played in an Indian movie, Nadiya Ke Paar (which was later made into "Hum Aapke Hain Kaun" with mega cast)

I have personally seen this a lot in Gulf, US (of course), China & Japan.

In fact, I have noted many Indians addressing themselves or sometimes even to me as "SAN" in my Email interactions. Especially in Toyota & Hitachi like companies.

Why do we feel that compulsions is beyond me.

Regards.