The car has undergone significant changes in its exteriors and interiors. On the outside, the Indigo eCS gets a diamond chrome grille & smoked headlamps. While on the inside, premium dual tone interiors & a leather-wrapped 4-spoke steering wheel complement the car’s best-in-class space to make this the perfect executive sedan. The refined CR4 engine that delivers 25 kmpl and is now mated with an F-Shift gearbox which makes gearshifts lighter. An all new Duo-Float suspension provides a quieter and more comfortable ride.
In keeping with the marketing objectives, the advertising approach had to ensure the Indigo eCS was seen as a car that not only looks great but with its new powertrain appeals to the new-age young achiever as the perfect choice for him. This resonates in the campaign conceptualized by Draftfcb Ulka where the new product features are aptly highlighted in light of the ‘new attitude’ of the Indigo eCS.
The 30-second TV commercial features a first-of-its-kind ‘car flash mob’. A group of young executives perform a series of dramatic synchronized stunts at a bustling corporate park.
On the rationale behind the campaign, Kartik Smetacek, Group Creative Director, Draftfcb Ulka, said, “The task was to give the car not just a new positioning, but also a new personality. So while the commercial is designed to showcase the car and all its updated features, it’s also designed to engage with a new generation of potential customers.”
Mr. Virat Khullar, Category Head – Sedans said, “Indigo eCS comes as a refreshing option for the young ambitious professional who seeks an aspirational offering. The car redefines the category with over a dozen first in class attributes.”
Ranging from popular television channels, to print, outdoor and online, the 360 degree campaign endeavours to maximize the experience of the new Indigo eCS at various touch points.
Client: Tata Motors
Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy (Chax)
Group Creative Director: Kartik Smetacek
Creative Director: Devendra Mankame
Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Vishal Rajpurkar
Client Servicing: Kailash Kondath, Sneha Shenoy, Ekta Verma
Planning: Sunil Shetty, Mayur Kaku
Films: Alpa Jobalia, Stanley Christian
Production house: Cutting Edge Pictures
Director: Andrew Hardaway[/stextbox]