Everybody loves a good sport like M&M's Verito Vibe
Conceptualised by Interface Communications, the television campaign marks the Verito Vibe's entry into the high-volume compact car market
Sohini Sen | Mumbai | July 19, 2013
Click on the image to watch the TVC.
Verito Vibe's new campaign to mark M&M's entry into the high-volume compact car market shows the values which have still not lost its charm. The campaign, designed by Interface Communications, titled 'Everybody loves a good sport', highlights not the features of the car but the characteristics of the man driving the car.
It opens with a child sitting pillion of his father's two-wheeler when the Verito drives up next to them. The boy urges his father to race and the man driving the Verito sportingly takes it up. Even though the two-wheeler is no match for the Verito, he lets the child and his father overtake him thereby showing a sporting spirit. The scene cuts to a traffic signal where the same car has stopped at a red light. While friends urge him to jump the signal since no-one is watching, the man decides to stick to the traffic rule and shows good judgement. The background music reiterates the theme 'Everybody loves a good sport'.
Robby Mathew, National Creative Director, Interface Communications, said, “The challenge was to clad the sportiness of the Verito Vibe with a solid emotional quality. Nowadays, when outracing and outshining others is seen as a virtue, this young man who chooses to lose just so that a little boy's dad can win – it is like a breath of fresh air. It reflects his generosity and the confidence he has in himself and his machine. Importantly, the film celebrates values that are unfortunately becoming extinct in our country.”
"We have positioned it as a sporty compact sedan. At the same time, we wanted to bring out the heritage of Verito. 'Being a good sport' is a younger, more playful rendition of the 'Grow up to Verito' tagline of the Verito. The 'Everybody Loves a Sport' campaign depicts how the young Vibe owner is a sport and is also very sensible and responsible on the road. Thus it links Vibe with the core Verito values of being sensible and mature,” said Vivek Nayer, CMO, Automotive Division, M&M.
Nayer said the Verito Vibe compact sedan carries forward the DNA of the Verito – offering the best in class cabin space, excellent drive quality, great boot space, reliable performance, solid safety and excellent mileage. In addition, it is a sportier avatar, with some first in class styling elements such as light-streaming LED tail lamps and honeycomb champagne alloy wheels, features that one would usually find in high end luxury cars.
The Verito Vibe, priced at Rs 5.63 lakh (ex-showroom Mumbai), comes fitted with a state-of-the-art Driver Information System, which gives customers real time updates on mileage, temperature, distance to empty and more, making the Vibe a very dependable compact family car.
The TVC:
Credits:
Brand: Mahindra Verito Vibe
Agency: Interface Communications
National Creative Director: Robby Mathew
Creative Director: Alan Rego
Account Management: Joe Thaliath, Shireen Cama, Santosh Ramaswamy, Goutham Ram
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/ "Click on the image to watch the TVC.")