What an Advertise-Meant?

my take on the latest Indian advertisements             

Tata Safari Dicor ‘Reclaim Your Life’ Ad

with 42 comments

{Double click to view larger video}

Tagline: “Reclaim your life”

Agency: O & M

Duration: 50 seconds

First seen: January  ’09

Ad Message: Reinforcing the  Tata Safari Dicor brand

Target Audience: Higher income group (28+ years)

Frequency: Medium

Description: The ad starts with a guy perched inside a tent hanging precariously from a cliff. What follow are breathtaking outdoor shots of snow-capped mountains, beaches, gushing rivers and such (shot entirely in New Zealand), interspersed with the following captions – “If you looked back on your life, what would you remember ? The corner office? The corporate powerplays? The VIP lounge? What would you remember?” The ad ends with a shot of a guy standing besides his Tata Safari Dicor at the edge of a looming cliff as the voiceover says “Tata Safari Dicor, Reclaim your life”

[Caution: Strictly opinionated comments follow]

A compelling idea, one that the target audience can immediately relate with, crafted so beautifully that you bask in pure sensory delight as it unfolds before your eyes, is hard to come by. But when it does, it gives blogs like mine enough raison d’être. The thought that here is a car that will help you do worthwhile things, things that will be worth remembering when you look back at your life, is simply brilliant and brilliantly simple at the same time. And which is why, I am sure each one of us, trapped in our mundane daily-jobs, would feel tempted to do just that…reclaim our life, the Tata Safari way!

Backed by all the right elements in the delightfully subtle execution – awe-inspiring visuals (though I am sure they were Creative Suite’d for perfection), a mystical background score (admittedly similar to the Gladiator theme song) and some masterful copywriting, this ad knocks my socks alright. To top it all is the consistency with which Tata Safari is following the ‘Reclaim your life’ theme, reinforcing the whole new dimension they brought to the core benefits of this product category.

What this means for Tata Safari Dicor is that there will be enough potential customers willing to step in their nearest Tata showrooms and check out how they can go about reclaiming their life. And that’s the good ole’ power of advertising!

And who am I to deprive you from this fantastic background score, so here’s the MP3 – tata_safari_dicor_background_score.mp3 {right-click and select ‘Save Link As’ to download the MP3}. Lyrics go “Life goes by before you know it, can you feel it pass you by?”

Trivia: Here are the details about the people behind this ad (thanks to afaqs) – Creative team: Louella Rebello, Anup Chitnis, Rakesh Pandit, Direction: Adam Strange of Joyride Films (New Zealand), Director of Photography: James Cowley, Singer: Louella RebelloMusic composer: Rupert Fernandes (also behind the Hutch ‘You & I’ song) 

So what would I remember? This spectacular ad, for sure. Kudos to the agency!


  Weight Rating W * R
Idea/Innovation/Creativity 15 9 135
Storyline/Screenplay 10 9 90
Music/Jingle 10 8 80
Cinematography 5 9.5 47.5
Acting 5 8 40
Duration vs Impact 5 8 40
Cost vs Impact 5 8 40
Recall     0
Brand Recall 10 8 80
Ad Memorability 5 8 40
Tagline 7.5 9 67.5
Product Association 5 8.5 42.5
Target Audience Connect 7.5 9 67.5
Entertainment 5 8 40
Claim 2.5 8 20
Emotional Appeal 2.5 8 20
Total 100   850

Weighted Average Rating: 8.50/100 = 8.50 (on a scale of 10)

What is your rating of this ad –


42 Responses

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  1. Possibly as good an ad as the “I’ve always wanted to quit on Monday Mornings” Ad. Kudos to the agency

    Shriram BR

    February 11, 2009 at 9:47 am

  2. thanx a million man have been dying to capture the ad didnt have the hardware been looking for this for so many days … on net. you are the man. thanx and thanx again.


    February 11, 2009 at 7:22 pm

  3. Life goes by without you knowing,
    Can you feel it pass you by
    Can you feel it pass you by
    Can you feel it pass you by.

    Those are the words. Thanks for the info about this being similar to Gladiator, I was trying to convince my mom that it wasn’t the same, though similar. lol!


    February 12, 2009 at 2:28 pm

    • @ Roh: Bless you!

      @ Ravi: Thanks for the generous thank-yous’.

      @Shriram: Sure, they had large shoes to fill-in after their previous campaigns. And they did pretty well!


      February 12, 2009 at 2:47 pm

      • Hi AsMi

        I searched for your email ID across the net but couldn’t find it anywhere. I need your help. I am looking to download the Tata Safari Dicor Commercial that has the lyrics “Louella Rebello – Life goes by without you knowing, Can you feel it pass you by”.

        Can you please please send me the video of that commercial to my email ID:


        Please reply to my email ID, please.

        Thanks !!!


        March 4, 2009 at 1:32 pm

  4. hi,, really thanks a lot for the precious info…. ofcourse the ad is fantastic,, i was looking for the music & u provided me the same… thx


    February 13, 2009 at 3:09 pm

  5. i liked the ad but find the earlier ad much better.


    February 15, 2009 at 5:02 am

  6. Hi, Thank u so much for posting this ad. I love this ad so much. Every time i see this, i stop and watch. Its peaceful and brings a blissful smile on my face.Thank u so much!!


    February 15, 2009 at 7:35 pm

  7. which song is this…this is soooo good


    February 16, 2009 at 5:54 pm

  8. GOod Ad, I am still trying to figure out who is the Artist in the song. Any ideas?

    These days ads become an animal on their own. People stop thinking about the product altogether. They are wonderful..


    February 16, 2009 at 6:55 pm

  9. @maya: My blog wasn’t around at the time of the previous ad, so I will give this one full marks 🙂

    @am, Siraj: I am yet to find out the artists behind this background score, will post as soon as I find out something!

    @dharmu, M. Rose: You’re welcome. Keep visiting!


    February 18, 2009 at 11:32 am

  10. I love the ad, one of the best ads ever!!! I feel safari always comes up with a great ad!! but guys i am desperate to find out who the artist for the soundtrack is, any leads please?? The agency has created a monster of a AD!!


    February 19, 2009 at 6:22 am



      May 20, 2009 at 10:26 am

  11. good!

    vinay bukshetti

    February 20, 2009 at 2:39 pm

  12. Awesome Ad and Thanks a lot for the song download. Perseption, Approach, concept and life of human being. .Well mixed and presented by O & M agency. Hads offff.


    February 20, 2009 at 6:22 pm

  13. Thank you so much for the background music. Wanting it desperately. Thanx a ton man!


    February 21, 2009 at 3:56 am

  14. Thanks Asmi….have been looking for this ad on you tube for sometime but couldn’t find it…Awesome ad!!

    Ritesh Sharan

    February 21, 2009 at 4:51 pm

  15. The ad is soooo awesome..thax a lot for that mp3…i was craving for it..im sooo happy that i got it at last..thanx again.. 🙂


    February 22, 2009 at 9:20 am

  16. The song in Gladiator is “Now We Are Free” composed by Hans Zimmer and sung by Lisa Gerrard (which Warner Bros has recycled so many times that I’m losing track of it – ‘Man On Fire’, ‘300’…)

    Personally, I didn’t like this ad at all. The earlier Tata Safari ad (http://www.youtube.com/watch?v=9fgwTR7dKMY) makes this one pale in its comparison. Showing a guy hanging in a tent makes this utterly ludicrous.

    Off topic – If you use an external file hosting service, consider http://www.mediafire.com (No, I’m not affiliated to them. Nor did they give me free tattoos.) The issue with most external hosts is that they’ll delete the file if it hasn’t been downloaded for 90 days. On MediaFire, they’ll keep it alive if it is downloaded at least once every 90 days OR if you login to the account every 60 days. That way you can keep your files alive even if it hasn’t been downloaded.

    Ankur Banerjee

    February 24, 2009 at 9:18 pm

    • @Ankur: Thanks for your comment 🙂 Agree that the background score is blatantly ‘inspired’ from the Gladiator track but I liked the way it was used in this ad. Btw, the tent scene has been ‘actually shot’ and pretty well too, imho. Thanks for the tip about mediafire, though now that I have upgraded my WordPress account, will be hosting my files on the blog itself. but will come in handy, when that expires 😉


      February 25, 2009 at 7:00 am

  17. @Vinay, Vijay, Rahul, Ritesh, Kaya: Thanks for visiting the blog and commenting! Keeps me going!

    @Tan: The post has been updated with all info about the artists behind this ad and background score.


    February 25, 2009 at 7:11 am

  18. i am really inspired… amazing work done..



    February 25, 2009 at 1:18 pm

  19. Thanks a lot.

    I was crazy for this song and this ad. It is toooo good.

    You have made my day by providing the song.

    Keep it up.

    Grate work by Tata people anyway.

    Srikanth Pragada

    February 28, 2009 at 1:43 am

  20. This is one of the best Ad’s that has ever rocked the industry. And to top it all there is nothin that beats a Safari. Believe me I have it since its launched..


    February 28, 2009 at 9:53 am

  21. thank for the link to the background score. this is one ad that gives me the goosebumps, that goes somewhere deep in my heart and ruffles up all stillness and adds that zing to spring in life! I love everything abt that ad. Though I am not a great lover of the car itself, but the ad is mesmerizing!!! the music and song so much like that gladiator song, it is divine!!! cant thank you enough for the song – turned into my ringtone already!


    March 1, 2009 at 4:46 am

  22. You have provided the info that Louella Rebello is the singer but when I click on her name, it shows that she’s the Creative Contoller for O&M & she wrote the tagline ‘Reclaim your life’ but she’s not the singer. Who then is the singer i wonder? The singer’s voice has been digitally enhanced to make it sound ethereal & it sure does! I LOVE the ad!


    March 3, 2009 at 12:42 am

  23. Hey great blog. Great theme and I really love the nice details you provide for each ad.


    March 5, 2009 at 12:39 pm

  24. The new Tata Safari T. V. commercial is breathtaking and beautifully made!

    Thank you for the background soundtrack.

    Can I have a high resolution video download…the YouTube one does not do justice to the advertisement.


    March 10, 2009 at 9:41 am

  25. Very nice and thought inspiring ad. The first time I saw it made me think about the best of things of my life.
    This ad is the reason for making Safari win over Scorpio with my vallet!!!

    Priyank Singh

    May 18, 2009 at 8:37 am

  26. excellent add.
    Make your think about your life .
    Good Job Done !!!!!

    Prakash Chandwani

    October 2, 2009 at 12:38 pm

  27. an awesome ad..indeed it echoes, ‘reclaim your life’ 🙂


    October 5, 2009 at 1:07 pm

  28. Dear Comrade,

    It’s not a common sight to see tears stream down ur cheeks on an advertisement. This is one that totally had me at the 0.001 second !!

    Viva La verso .

    aplausos hacia vida .

    Ritchie Rohan

    October 8, 2009 at 12:57 pm

  29. such a delight to da eyes n ears!!!an ad whc aids to musin…thnx for da bacgrund score


    December 16, 2009 at 3:53 pm

  30. well hats off to the person who made this ad .. And surely for the person who captured these exotic locations.. Its mesmerizing really you feel like being at this place.. Really good work .. Job well done

    akshay dhanda

    December 30, 2009 at 7:48 pm

  31. a great advertisement i have ever seen.totly inspiring…Any way i am a die-hard fan of o&m


    March 6, 2010 at 10:55 am

  32. is it posible to get review of mahindra scorpio new ad? that is too a grt ad. and if posible let me know who did that advertisement
    thanking you,


    March 6, 2010 at 11:00 am

  33. […] Read More: Tata Safari Dicor – TV Advertisement […]

  34. There was one more ad on Tata safari,

    the script went like this.

    In an empty parking lot, A crew comes in to set up a fence,

    slowly the parking lot starts to fill up and the crew make the fence.

    Finally the fence inside the parking lot is made and a man arrivies in a safari, parks his car inside the fence and locks it down so that no one can go in and touch the car.

    The song which played in the back ground was “she is all mine, love her heart and soul till the end of time, I have her, she has me, yes it for the world to see….She is all mine” I think that this song was sung by metallica.
    Awesome ad.

    Anyone see it?

    Saw it long back in 1997 or something.
    if you have the ad, please review it and upload it

    I think you should review the Dinku ad from citi bank
    I had loved the ad when i saw it….:D
    Great blog. Keep it up


    September 5, 2010 at 11:30 am

  35. i personally feel music somewhat inspired from
    This Mortal Coil – Song to the Siren “Cocteau Twins”


    December 5, 2010 at 3:50 am

  36. can any one please post the mp3 for the ad “I’ve always wanted to quit on Monday Mornings”
    Please please please…


    February 3, 2011 at 5:35 pm

  37. Any way you know the tune at this latest TATA Safari ad: http://www.youtube.com/watch?v=YeYh03hTeKc ?? Thanks a million


    October 9, 2011 at 1:20 pm

  38. Hi every body…
    i really love this ads very much.:-) well i think its advanture ads for every body in this world who can’t see his/her life style and passed time.
    any body tell me about TATA SAFARI DICOR-LINE ADS.


    January 27, 2012 at 4:05 am

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