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New Vista D90 is ‘designed to thrill’

The TVC has been conceptualised by Draftfcb Ulka and aims to project the car as a new standard for hatchbacks 

BestMediaInfo Bureau | Delhi | February 7, 2013

On January 28, 2013, Tata Motors unveiled the new Vista D90 at the Buddh International Circuit, Greater Noida. The car sports a new, powerful 90PS diesel engine with VGT technology and a host of changes including improved drivability and suspension.

The new Vista D90, with its new contrast black roof, sporty body kit and state-of-the-art technology, has adorned a new persona to vibe with young car enthusiasts. It has been positioned as a hatchback that is designed to thrill and elevate the hatchback as the ultimate in excitement and adventure.

In keeping with this vision for the brand, the campaign created by Draftfcb Ulka captures youthfulness in a fresh way. The TVC shows two Vista D90 cars driving alongside each other with para-sailers attached to the rear of the car being lifted in the air as the cars catch speed. The analogy brings to life the new Vista D90’s powerful 90 PS engine – truly befitting its claim of being ‘Designed to Thrill’.

With the addition of class leading features like the Touchscreen Multimedia System with GPS and Automatic Climate Control as well as new sporty exteriors, there was a need to communicate how the new Vista D90 enhances your overall experience and sets a new benchmark for hatchbacks in its class.

On the rationale behind the campaign, Kartik Smetacek,  Group Creative Director, Draftfcb Ulka, said, “The commercial is essentially a demonstration of power, thrill, of the adventurous, adrenaline-fueled lifestyle that defines the new Tata Motors.”

Amit Sagar, Head - Vista Product Group, Tata Motors, said, “Vista D90 comes as a refreshing option for the thrill seeking youth of today. The car redefines the category with over a dozen first in class attributes.”

Ranging from popular television channels, to print and online, the 360 degree campaign maximises the experience of the new Vista D90 at various touchpoints.

The TVC:

[youtube]http://www.youtube.com/watch?v=N7GS7cKg7WU[/youtube]

Credits:

Client: Tata Motors

Agency: Draftfcb Ulka

National Creative Director: KS Chakravarthy

Group Creative Director: Kartik Smetacek

Creative Director: Devendra Mankame

Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Varsha Kharidaha

Vice-President: Kulvinder Ahluwalia

Client Servicing: Kailash Kondath, Nisha Philip, Manan Valia

Planning: Sunil Shetty, Mayur Kaku

Films: Alpa Jobalia, Vikas Malhotra

Production House: Chrome Pictures

Director: Amit Sharma

Info@BestMediaInfo.com

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