Nissan's Evalia 'Moves like Music' in new campaign

TBWA conceptualised the film that portrays the seven-seater as an urban-class utility product with a difference

Shachi Tapiawala | Mumbai | November 27, 2012

To promote its seven-seater, urban-class utility vehicle Evalia, Nissan Motor India has rolled out a new TV campaign 'Evalia Moves like Music'. The TVC has been conceptualised by TBWA as a product that provides new value and new concept to its customers.

The campaign aims to impart an emotional engagement between the customer and the vehicle through a beautiful fusion of classical and contemporary music while highlighting some of the innovative features of Evalia like maneuverability in crowded city roads, superior performance, ease of parking, spaciousness, and fuel efficiency of 19.4 kmpl. Staying true to the communication tone, the ad campaign reinforces the promise of world-class products that Nissan provides to Indian customer by creating excitement through music which is fusion yet contemporary.

The TVC with its musical background shows the star cast enjoying a drive in the new Evalia, wading through city traffic with complete ease and comfort and simultaneously composing and humming a melodious tune.

Nitish Tipnis, Director – Sales and Marketing, Hover Automotive India, said, “The idea is to tell the story of human-centric innovation. The new Evalia is an urban-class utility vehicle that offers a wide spectrum of innovative features. We tried to connect with customers by subtly highlighting their day-to-day driving issues and how Evalia offers a solution. The ad not only represents lifestyle but shows how our innovations inspire an emotional attachment to the product. Music is the one medium that weaves the country across cultures and demographics.”

Rahul Sengupta, National Creative Director, TBWA India, commented, “For Nissan Evalia, we've highlighted its driveability by comparing its movements to graceful musical notes. In casting some very gifted musicians for the campaign 'Moves like Music', we were able to show the Evalia as an enjoyable space, moving in a new direction from the conventional show-us-more-of-the-car campaigns.”

The TV campaign will be supported by an integrated marketing campaign including a revolutionary print innovation launched recently. Apart from outdoors and increased visibility at trade outlets, Nissan is also executing a number of demand generation initiatives to reap maximum advantage from the TVC.

The melody has been created by six distinguished contemporary music celebrities – Sunidhi Chauhan, Anushka Manchanda, Andrea Jeremiah, Swanand Kirkire, Shantanu Moitra, and Vijay Prakash – who have come together for the first time for this ad campaign.

Highlighting the uniqueness of the campaign, Nirmalya Sen, Managing Director, TBWA India, said, “The Evalia outperforms its competitors on both attributes in the MUV category – space and mileage – but its most exciting innovations are all designed to make the Evalia move in a way that you wouldn't expect from a seven-seater. The 'Moves like Music' campaign brings this alive in a very unique way.”

The TVC:

Credits:

Client: Hover Automotive India

Creative Agency: TBWA India

Client Marketing Team: Nitish Tipnis, G Sanjay, Abhimanyu Sikarwar

Creative Team: Rahul Sengupta, Rahul Ghosh, Siddharth Deo, Souvik Dutta

Account Management: Shiv Sethuraman, Nirmalya Sen, Bodhaditya Deb, Trisha Satra, Zoheb Maqba

Production House: Red Ice Films

Director: Shimit Amin

Shachi@BestMediaInfo.com

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