Revamped Indigo eCS makes a splash with a car flash mob

Conceptualised and executed by Draftfcb Ulka, the TVC features a group of young executives perform a series of dramatic synchronized stunts at a bustling corporate park

BestMediaInfo Bureau | Delhi | July 10, 2013

Click on the image to watch the video.

Indigo eCS has been among the top three sedans in the Indian market right since its inception and now, Tata Motors has unveiled a new version of the brand. The car has undergone significant changes in its exteriors and interiors. On the outside, the Indigo eCS gets a diamond chrome grille and smoked headlamps. On the inside, premium dual tone interiors and a leather-wrapped 4-spoke steering wheel complement the car's best-in-class space to make this the perfect executive sedan. There is also a 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 conceptualised by Draftfcb Ulka where the new product features are aptly highlighted in light of the 'new attitude' of the Indigo eCS.

The 30-second TVC 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. The film has been produced by Cutting Edge Pictures, and directed by Andrew Hardaway.

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.”

Virat Khullar, Category Head – Sedans, Tata Motors, 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.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

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

Info@BestMediaInfo.com

Info@BestMediaInfo.com