Fiat makes you 'feel big' with the Linea Classic

The campaign, created by Ogilvy & Mather, showcases how the Linea Classic is an affordable sedan – not a compact sedan – designed to make it far more accessible to hatch users

BestMediaInfo Bureau | Mumbai | November 6, 2013

Click on the image to watch the TVC.

Fiat Group Automobiles India (FGAIPL) has come up with a new ad for its recently launched Linea Classic model. The campaign showcases how the Fiat Linea Classic is an affordable Fiat Linea and it has been designed to make the sedan far more accessible to hatch users to make consumers 'feel big'.

The TVC, conceptualized by Ogilvy & Mather, and produced by Jamic Films, shows a man seated in the back of a car, giving his driver 'Ram Sundar' instructions. He starts off telling him to start wearing a uniform and then tells him not to fill petrol from a particular fuel pump as “scooter guys fill there”! He reproaches him and asks him to decrease the airconditioning. He's then shown asking for a full tank of fuel – 'saada'. The man then asks his driver to take him to the 'Taj'. He is shown waking up from a nap and asking his driver to go a little faster, so that he doesn't miss his international flight. The voiceover then introduces the new Linea, which 'Makes everyone feel big'. It is then revealed, as the man gets out of the car, that he is in a Fiat showroom, checking out the new Linea Classic. He was imagining all these situations while in the car. The film ends with him telling the salesman that he'll take it.

Nagesh Basavanhalli, President and Managing Director, Fiat Chrysler India Operations, said, “Today if the Indian car buyer has to trade up from a hatchback, the immediate choices available are mostly compact sedans – to put it bluntly, they cannot get a sedan, they have to settle for hatchbacks with an added boot. It really doesn't give the car buyer the sense of having really moved up to a bigger, better car. The new Linea Classic aims at filling this void. With the Linea Classic what the car buyer will now get is a full bodied sedan with a spacious boot, enormous leg room, an award winning engine and driving comfort all at a very affordable price.”

On the film, Manoj Shetty, Group Creative Director, Ogilvy & Mather, said, “Simply put, the Fiat Linea Classic is an affordable Fiat Linea. The car has been designed to make the sedan far more accessible to hatch users. While the obvious pay off is that it's the biggest, most attractive buy in its segment, the emotional payoff a virtual upgrade in life. The name Fiat echoes from our past, reminding us of another kind of affluence at another time. However, today the name Fiat is also a symbol of Italian engineering and flamboyance. This combination if made affordable would have a heady effect on the Indian middle class. The communication plays up that very aspect.”

Shetty added, “The comments used by the protagonist are carefully crafted to humorously underline a man's change in lifestyle. By the end of it all, it's revealed that it was all in his head – but not for long. All in all, elegantly, and hopefully, effectively, communicating the emotional benefits of owning a big Fiat car.”

The film is part of a campaign which also features digital, outdoor, PR and print.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Ogilvy & Mather, Mumbai

Creative Team: Manoj Shetty, Vijay Sawant

Account Management: Prakash Nair, Ravi Rao

Production house: Jamic Films

Director: Nikhil Rao

Info@BestMediaInfo.com

Info@BestMediaInfo.com