Tata Crucible has rolled out a campaign 'where will your curiosity take you', to underscore the joy of learning, the thrill of competition, and the passion for discovery. 

Conceptualised by Ogilvy India, the campaign which consists of a film features a woman participating in a business quiz competition hosted by Tata Crucible. The quizmaster asks a question about which Mumbai landmark connects two specific locations. The protagonist delves into her mental archive, recalling her digital searches about croissants, their correct pronunciation, and their origin in Austria, not France. This leads her to research the Eiffel Tower and realises its connection with the Taj Mahal Palace—they both used the same steel for construction. This insight provides the correct answer to the question. The film concludes with a thought-provoking question: Where will your curiosity take you?

What we think about it: The ad film beautifully captures the joy of connecting the dots, the dopamine rush, and the gut feeling that comes with finding the right answer. It encapsulates the joy of learning, the thrill of competition, and the passion for discovery, making it relatable and inspiring. The ad not only promotes Tata Crucible's business quiz but also elevates it to a celebration of intellectual curiosity, making it a standout piece in contemporary advertising. The endless threads of trivia that can make hours disappear are something everyone can relate to.

The campaign was rolled out on YouTube and Instagram on 13 May.