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Datsun makes a GO for the ‘big league’

Created by TBWA\India, the launch campaign aims to create the feeling of having entered the ‘Big League’ even if you have just entered the category

BestMediaInfo Bureau | Mumbai | April 11, 2014

Datsun-TVC Click on the image to watch the TVC.

Nissan's relaunch of the iconic brand, Datsun, last month has now been followed up by a television campaign. Created by TBWA\India, the TVC shows the Datsun GO as the perfect car for the upwardly mobile middle class.

"The original Datsun brand contributed to mass mobility in Japan and other countries where people fulfilled their dreams of becoming car owners,” said Kenichiro Yomura, President, Nissan India. “Our aspiration is to help customers fulfil their dreams with the Datsun brand here in India as well.”

Datsun GO is an innovative car equipped with the latest technologies, including an advanced 1.2-litre petrol engine that delivers top class fuel economy. Its one-class-above body size is in a much more affordable price range, and this makes the Datsun GO a model that can effectively compete in India’s most competitive and voluminous segment of passenger cars. It is, therefore, being positioned as the perfect car for the section of society that dreams of owning their own car.

The campaign strategy is to target people who are looking for a 'first car' experience. The Datsun experience welcomes first-time car buyers to the ‘Big League’ with more features, more power, and world-class after-sales service.

Nirmalya Sen Nirmalya Sen

Nirmalya Sen, President of Advertising at TBWA\India Group, said, “The first car is special. The Datsun experience is designed to make it a lot more memorable. With a category-redefining car and a car buying and owning experience like never before, it leaves you with the feeling of having entered the ‘Big League’ even if you have just entered the category. The campaign attempts to bring this feeling alive through the eyes of an Indian family.”

The TVC opens with two boys practising lines, maybe for a play. The scene cuts to the next morning when both the boys are waiting patiently outside the garage for their dad. Once the father walks towards the garage they signal to each other and start reciting lines in the fashion of old court ministers announcing the entry of a 'maharaja'. The boys use poetic language to describe the features of the car while the father smiles, amused. He brings out the car finally and drives them to school. The voiceover declares 'Datsun GO, the big league'.

Parixit Bhattacharya Parixit Bhattacharya

“The arrival of the first car in the family is replete with rituals and reverence that is second only to the addition of a family member,” said Parixit Bhattacharya, Chief Creative Officer of TBWA\India Group. “When that car is as special as Datsun GO, it is given a royal salute, even by the youngest members of the family. The launch commercial imagines this reverence through the eyes of two little boys who are smiling their way into the ‘Big League.’”

The TVC shows the excitement of the first-time car buyer as well as the pride and happiness felt by the whole family and not just the man of the household. It will be followed by more TVCs for the car, as well as print, digital activation, on-ground events, and below-the-line activities. A city road show was also organised that gave Datsun India the opportunity to engage with potential customers and familiarize them with the product more closely.

The TVC:

[youtube]https://www.youtube.com/watch?v=ciDslZIQXl8[/youtube]

Credits:

Client: Datsun, Nissan Motor India

Creative Agency: TBWA\India

Chief Creative Officer: Parixit Bhattacharya

Creative Directors: Parixit Bhattacharya, Venkatraman Ramalingam

Copywriters: Parixit Bhattacharya, Venakatraman Ramalingam

President: Nirmalya Sen

Global Creative Director: Alasdhair Macgregor Hastie

National Head of Art: Deepak Singh

Agency Producer: Hriday Dowerah

Account Head: Nirmalya Sen

Account Manager: Amrita Chatterji

Senior Planning Manager: Aditya Nagavekar

Director: Nikhil Rao

Director of Photography: Sejal Shah

Production Company: Jamic Films

Production Company Head Producer: Akshay Uchil

Media Agency: OMD

Media Team: Shankar Poojari, Dipesh Dadhich, Bhagwan Jangam, Pranay Sheth

Sohini.Sen@BestMediaInfo.com

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