New Delhi, September 25, 2025 – Euler Motors, a leading player in India’s commercial electric vehicle segment, announced the launch of its new brand campaign, “Ton Tana Ton”. The campaign has been created to highlight the strength and profitability of Euler Turbo EV 1000, the company’s 1-tonne payload electric cargo vehicle.
At the heart of the campaign is a bold creative move: the iconic song “Tan Tana Tan Tan Tan Tara” has been recreated, reviving a track that was a cultural phenomenon in its time and a super hit that had audiences singing along everywhere. The revamped version, sung by playback legend Abhijeet Bhattacharya, carries the same infectious energy and resonates across generations – millennials, Gen Z, and boomers mirroring Turbo’s core target audience and creating strong emotional recall while connecting deeply with drivers and fleet owners. The campaign concept has been conceptualized by Hakuhodo India, who carefully balanced nostalgia with a modern, energetic tone to mirror Turbo’s spirit.
For Euler Motors, Ton Tana Ton’ stands for two things—the vehicle’s one-tonne payload capacity and the expression of ‘first-class performance’. With Turbo, the company demonstrates that electric cargo vehicles can combine payload strength, affordability, and road readiness in one offering. For customers, more payload means more trips, more earnings, and more confidence in their business. The campaign captures this feeling of being ‘top notch’ and translates it into a promise that Turbo makes everyday operations simpler, stronger, and more rewarding.
The brand film opens with a relatable moment: a driver receives a seemingly heavy delivery request. Instead of hesitation, he smiles at his vehicle and says “hojayega,” a simple word that instantly conveys trust and confidence. What follows is a dynamic montage of everyday triumphs, showing the joy of taking on challenges with pride and the thrill of getting more done, more confidently.
“With Euler Turbo EV 1000, we wanted to address the long-standing myth that electric vehicles can’t handle high payloads or demanding roads. Choosing a song wasn’t just a creative choice; it was a strategic one. By reimagining an iconic track that already lives in the hearts of millions, we aim to create instant recognition, pride, and recall. Ton Tana Ton isn’t just a catchy tune – it’s a rallying cry for drivers and fleet owners to see EVs as stronger, smarter, and more profitable partners in their everyday business.” said Pallavi Arora, AGM – Marketing, Euler Motors.
The campaign is set to roll out across platforms from September 22, 2025, engaging audiences with its catchy soundtrack, lively visuals, and a relatable, uplifting storyline. Hero visuals showcase Turbo’s bold stance, with the campaign line ‘Jab Kamai Zyada Aur Kharcha Kam, Business Chalega Ton Tana Ton’ driving the central message.
Watch the campaign film here: https://www.youtube.com/watch?v=cJGv18QlgFQ
