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 Nissanâs 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 âurban driving simplifierâ.
Commenting about the last campaign, Dinesh Jain, CEO, Hover Automotive Limited says, âThe Nissan Micra launch campaign generated a tremendous response. The campaign gave us high awareness scores and very high purchase consideration in the Target segment.â
This time, to put the point of driving simplifier evidently, the Agency for the brand, TBWA has created a commercial showing the contrast of yesteryearâs cakewalk driving to todayâs 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 theÂ shortest turning radius of the car slips through the narrow lanes and makes his way out.
Talking about the idea behind the new campaign, Nirmalya Sen, Managing Director, TBWA India says, âIf 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 â âWe cannot change the city, but we can make driving in it a pleasure.â
Interestingly, to make the old part of the TVC more alluring, Ranbir hums the song ofâChala jata hu kisi ki dhun maiâ 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, âWe all reminisce about the good old days. Old songs, old movies â 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.â
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.
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 DâSouza
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
Production Company: Red Ice
Production Company Head Producer: Gary
Associate Producer(s): Natasha