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TBWA creates new campaign for Nissan Micra

Shows the contradiction of then and now in the latest TVC featuring Ranbir Kapoor; watch the TVC here.

Neha Saraiya | Delhi | August 26, 2011

Last year, in June Nissan’s Micra vroomed into the Indian Roads. At that time, the auto major launched a campaign featuring Actor, Ranbir Kapoor with the communication message of 'Drive simpler. Live better'. And exactly almost after a year, the auto major is yet again back with its second campaign wherein the car is positioned as ‘urban driving simplifier’.

Commenting about the last campaign, Dinesh Jain, CEO, Hover Automotive Limited says, “The Nissan Micra launch campaign generated a tremendous response. The campaign gave us high awareness scores and very high purchase consideration in the Target segment.”

This time, to put the point of driving simplifier evidently, the Agency for the brand, TBWA has created a commercial showing the contrast of yesteryear’s cakewalk driving to today’s nerve-racking driving. As the TVC begins in a black and white film, with Ranbir driving a Micra on almost no-traffic roads. And suddenly in the next shot, the ruckus of current roads with a massive convoy of cars including bullock carts, bicycle et al comes into picture. And to avoid a dead-lock situation like this, Ranbir banking on the shortest turning radius of the car slips through the narrow lanes and makes his way out.

[youtube]http://www.youtube.com/watch?v=M5JoAXCmq1E[/youtube]

Talking about the idea behind the new campaign, Nirmalya Sen, Managing Director, TBWA India says, “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 was simple – ‘We cannot change the city, but we can make driving in it a pleasure.’

Interestingly, to make the old part of the TVC more alluring, Ranbir hums the song of‘Chala jata hu kisi ki dhun mai’ to portray the easy and whistle blowing drive on deserted roads.

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.”

The commercial was shot on the streets of Delhi and Mumbai with some bit filmed on near-by areas as well.

Released in three versions of 20, 30 and 40 seconds, the TVC has been directed by Ayan Mukerji, Wake Up Sid fame and produced by Red Ice.

Apart from TV, the agency has plans to deploy press, outdoor, online media, radio, direct marketing and corporate programmes to spread the communication further.

The Media duties of the company is handled by OMD.

CREDITS:

Creative Agency: TBWA\India

Executive Creative Director: Rahul Sengupta

Creative Director(s): Rahul Ghosh, Siddharth Deo

Head, Account Management: Anand Narayan

Account team: Priya Chandni, Siddharth Jalan

Planning Director: Rajesh Sharma

Planner: Carl D’Souza

Media Agency: OMD

Photographer: Sanjeev Angne

Digital Designer(s) / Artist(s): Sharath, Bibhash

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

Neha@BestMediaInfo.com

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