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Manza Club Class - membership is open

The multi-media launch campaign to position the Manza as a Club Class Sedan has been conceptualised and executed by Draftfcb Ulka

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BestMediaInfo Bureau
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Manza Club Class - membership is open

Manza Club Class – membership is open

The multi-media launch campaign to position the Manza as a Club Class Sedan has been conceptualised and executed by Draftfcb Ulka

BestMediaInfo Bureau | Delhi | October 25, 2012

publive-imageTata Motors unveiled a new version of its next generation sedan, Manza, on October 16, 2012, accompanied by a multi-media launch campaign conceptualised and executed by Draftfcb Ulka. Taking forward its luxurious lineage, the new Manza has been positioned as 'The Club Class Sedan', to build brand aspiration and elevate the sedan as the ultimate in style and luxury.

With the new Manza, Tata Motors has once again reset the bar. This introduction will change expectations for sedan buyers with its plush interiors and state-of-the-art technology features as well as an Infinity Contrast roof and new 8 Split-spoke Alloys, making it the most premium sedan in its class.

The TVC created by Draftfcb Ulka shows a young couple inside a club and draws a parallel between the experiences of an elite club with that of the new Manza. The analogy brings alive the new Manza's contemporary styling, its tastefully designed interiors and advanced features– truly befitting the title of Club Class.

Commenting on the creative brief given to the agency, Virat Khullar, Head - Sedan Product Group, Tata Motors, said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class touchscreen multimedia navigation with in-built GPS, fully automatic climate control and premium Italian leather upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”

On the rationale behind the campaign, Kartik Smetacek, Creative Director, Draftfcb Ulka, said, “The new Manza seeks to occupy the pole position in its category. So, while the task was to announce the news, it was also to clearly and unambiguously move the Manza to its stated new positioning – the Club Class Sedan.”

Ranging from popular television channels to print, outdoor and online, the 360-degree campaign endeavours to maximise the experience of Club Class at various touchpoints.

The TVC:

 

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

Client Servicing: Kulvinder Ahluwalia, Kailash Kondath, Sneha Shenoy, Hormuz Ragina

Planning: Sunil Shetty, Mayur Kaku

Film: Alpa Jobalia, Vikas Malhotra, Mazhar Khan

Production House: 7 Films

Director: Lloyd Baptista

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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