The biggest problem facing every working professional today is Traffic. Playing on the idea of giving a solution to this massive problem and providing a smooth ride to people even in heavy jams, TBWA\India has launched a new television campaign for Nissan’s B-segment offering, the Nissan Micra. The car is being positioned as the ‘urban driving simplifier’, packed with features that make driving on city roads less stressful, leaving the car owner happier at the end of the journey. The new campaign features Ranbir Kapoor, the brand’s ambassador for Nissan Micra, driving the car smoothly even on jammed roads, thanks to its shorter turning radius. The commercial makes a creative comparison between the past and present, while suggesting ideas for the future. The song “Chala Jaata Hoon Kisi Ki dhun mein” gives a vintage touch to the commercial and a cut to the present, helps in driving home the point immediately.
Talking about the unique approach in the campaign, Rahul Sengupta, National Creative Director, TBWA\India said, “We all reminisce about the good old days. Old songs, old movies - the way our lives used to be simple. Ranbir Kapoor takes the help of Kishore Kumar, RD Burman and Rafi to drive home a solid point.”
Nirmalya Sen, Managing Director, TBWA\India added – “If the previous campaign was about a car like no other, this one will establish why the Nissan Micra is a brand with a purpose - to help people drive around the crowded city with a smile on their faces and a song on their lips. The brief we worked with was simple – ‘We cannot change the city, but we can make driving in it a pleasure.’
Dinesh Jain, CEO, Hover Automotive Ltd, added here, “The communication is path breaking and has not been attempted before in this segment. It has great stand out appeal and will help achieve the objectives for the campaign.”
The new TVCs have been produced by Red Ice and directed by Ayan Mukerji, the maker of ‘Wake Up Sid’.
Expert Opinion:
Ratno Rudra, Creative Director, Brand Curry is impressed by the simplicity and creativity of the commercial. He added “It definitely stands out in the clutter. It's refreshing, the jingle is apt and the message is driven home very easily. It refrains from any technical claim. It leaves the viewer with a good feeling and encourages them to go and check out the car. I would give it 6.5 out of 10.”
Siddharth Prasad, Vice President – Creative, Metal Communication also appreciated the beautiful presentation of the days gone by in the ad while perfectly pointing the relevance of the product. He said “I like this ad. Simplicity is its greatest strength. Where car ads tend to be self-important, eye-dazzling displays of next generation computer graphics - this one is disarmingly unexpected and very well executed. While taking back to the bygone golden era, it arrogates to itself all the things we love most about black and white movies. But more than anything else, for me it captures the joy of driving in a very charming way. Yes all the product plugs are in place - supers with tech specs and all, but they come in quite naturally and do not detract from the single-mindedness of the communication. An orange car in a black and white world, driven by a well-loved celeb (who isn't being pompous) and accompanied by an unforgettable song - all the ingredients have come together very well in this commercial. I’d give it 4 stars out of 5.”
Credits:
Creative Agency: TBWA\India
Client: Nissan
Executive Creative Director: Rahul Sengupta
Creative Director(s): Rahul Ghosh, Siddharth Deo
Head, Account Management: Anand Narayan
Account team: Priya Chandni, Siddharth Jalan
Film Director: Ayan Mukerji
Director of Photography: Vikas Sivaraman, Ayananka Bose, Anil Mehta
Editor: Harsh
Production Company: Red Ice
Production Company Head Producer: Gary
Associate Producer(s): Natasha
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