New Delhi: Tata Motors recently unveiled the new Vista D90 at the F1 track, Buddh International Circuit, Greater Noida. The car sports a new powerful 90PS Diesel engine with VGT technology and a host of changes including improved drive ability and suspension.
The new Vista D90, with its new Contrast Black roof, sporty body kit and state-of-the-art technology, has adorned a new persona to vibe with young car enthusiasts. The Vista D90 has been positioned as a hatchback that is designed to thrill, to elevate the hatchback as the ultimate in excitement and adventure.
In keeping with this vision for the brand, the campaign created by Draftfcb Ulka captures youthfulness in a fresh way. The TVC shows two Vista D90s driving alongside each other with para sailors, attached to the rear of the car, being lifted in the air as the cars catch speed. The analogy brings to life the new Vista D90’spowerful 90 PS engine– truly befitting its claim of being ‘Designed to thrill’.
With the addition of class leading features like the Touch screen Multimedia System with GPS and Automatic Climate Control as well as new sporty exteriors, there was a need to communicate how the new Vista D90 enhances your overall experience and sets a new precedent for hatchbacks in its class.
On the rationale behind the campaign, Kartik Smetacek, Group Creative Director, Draftfcb Ulka, said, “The commercial is essentially a demonstration: Of power, of thrill, of the adventurous, adrenaline-fueled lifestyle that defines the new Tata Motors.”
Amit Sagar, Head – Vista Product Group said, “Vista D90 comes as a refreshing option for the thrill seeking youth of today. The car redefines the category with over a dozen first in class attributes.”
Ranging from popular television channels, to print and online, the 360 degree campaign maximizes the experience of the new Vista D90 at various touch points.
Client: Tata Motors
Agency: Draftfcb Ulka
National Creative Director: K. S. Chakravarthy
Group Creative Director: Kartik Smetacek
Creative Director:Devendra Mankame
Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Varsha Kharidaha
Vice President: Kulvinder Ahluwalia
Client Servicing: Kailash Kondath, Nisha Philip, Manan Valia
Planning: Sunil Shetty, Mayur Kaku
Films:Alpa Jobalia, Vikas Malhotra
Production House: Chrome Pictures
Director: Amit Sharma