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Tata Motors highlights multi-drive option in its latest hatchback ‘Bolt’

FCB Ulka was given the brief to create a simple yet impactful ad which captures the spirit of the young Indian consumer

BestMediaInfo Bureau | Mumbai | February 12, 2015

TATA-Bolt Click on the image to watch the TVC.

Tata Motor has launched a new campaign for its latest hatchback offering, Bolt, highlighting the first-in-segment multi-drive feature of the car. The TVC has highlighted this unique feature which allows one to shift between different driving modes of Sport, City and Eco at the touch of a button. FCB Ulka, which has conceptualized this campaign, was given the brief to create a simple yet impactful ad which captures the spirit of the young Indian consumer.

Haresh Moorjani, Executive Creative Director, FCB Ulka, said, “In the hatchback segment, the Bolt is truly a trendsetter. Besides great looks and new age connectivity options, the one feature that sets it apart is the multi-drive. So we single-mindedly created a series of commercials around this feature, with a track that brought alive multi-drive in a memorable manner. Our intention was to capture a young lifestyle that is in a state of constant change – from a surge of power to the joy of a long drive.”

The TVC shows a mix of sequences of people in the Bolt – a gang of friends who are running late for a match, a family which decides to switch to Eco mode as they don't need to tank up for a long drive, an independent woman on her way to the airport to pick her partner, colleagues who have had a long week and want to go on an enjoyable drive, a young father taking his children for ice cream, and a classic wedding situation. All the situations were shot in various parts of the country to connect with a pan-India audience, and were strung together by a modern and youthful jingle. It ends with the voiceover saying ‘The all new Bolt with Multi-drive. Get, Set, Bolt.’

Commenting on the campaign, Delna Avari, Head – Marketing Communications, Passenger Vehicles, Tata Motors, said, “The Bolt is an exciting hatch from Tata Motors. This is India’s first hatch to offer a multi-drive mode experience. We wanted to play up on this core offering. We wanted the music to be peppy, which goes with the sportiness of Bolt. We are delighted that FCB Ulka has delivered a strong communication through this ad campaign. We have seen a positive, good response for the Bolt.”

The TVC is being promoted across GECs, news channels and regional channels. It is also backed by print, radio and digital medium.

The TVC:



Client: Tata Motors

Agency: FCB Ulka, Mumbai

Executive Creative Director: Haresh Moorjani

Creative Director: Donovan Dsouza, Devendra Mankame

Sr. VP: Kulvinder Ahluwalia

Account Management: Kailash Kondath

Agency Producers: Alpa Jobalia

Production House: Milestone Films

Director: Razneesh Ghai

Producer: Ajay Vasu

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