Conceptualised by TBWA, the Ready India campaign aims to connect with young Indians with the attributes of the Datsun redi-Go – fun, freedom and confidence
BestMediaInfo Bureau | Mumbai | June 17, 2016
Nissan’s iconic brand Datsun India, which launched ‘Go’ two years back, is back with another vehicle ‘redi-Go’ as India’s first urban cross vehicle. The campaign, ‘Ready India,’ conceptualised by TBWA India, will be aimed at inspiring young risers to stimulate change in their world by looking at it from a new perspective.
The digital film shows different set of groups in various situations. The young risers are always seen on the go. Some are running out of office to get into the vehicle, while another one is picked up from a fabric store. All these groups or friends eventually go to a huge ground where all other Datsun redi-Go youngsters are present. Lively music is played in the background throughout the film. The film ends with a voice in the background which says, ‘Presenting Datsun redi-Go, for the ready-to-go generation.
The new television commercial is aimed at connecting with young Indians through its lively music and catchy lyrics. Leading artists from Bollywood contributed to the creation of the campaign. Popular music director Ram Sampath has composed the music for the commercial while Sona Mohapatra lent her voice for the campaign.
Speaking on the launch, Arun Malhotra, Managing Director, Nissan Motor India, said, “With the launch of the Datsun redi-Go, we are striving to redefine the entry-level car segment in India. To reinforce redi-Go’s positioning in the marketplace, we are today announcing the launch of the ‘Ready India’ campaign. The focus of this campaign is to directly connect with the brand’s target audience -- the young risers.”
Speaking on the ideation, Govind Pandey, CEO, TBWA India, said, “Datsun is a young, challenger brand backed by the global experience of Nissan, that is breaking new ground in India. The new Datsun redi-Go is aimed at the young risers who are raring to go and questioning the status quo. They want to 'Be a Voice, Not an Echo'. They are looking at the world with a fresh perspective to create new opportunities for themselves and fulfil their dreams. Our aim with the ‘Ready India’ campaign is breaking new ground in India by providing exactly what its customers need with the all new redi-Go. The ‘Ready India’ campaign further supplements the Datsun brand philosophy along with the attributes of the Datsun redi-Go – fun, freedom and confidence. Our focus was to capture and extend this sentiment to all the young risers, to look at their choices boldly with a new outlook on life.”
The new campaign will resonate with the preferences of young Indians, with its modern look, feel, exciting performances, and a free spirit/go anywhere vibe. Redi-Go’s modern and distinctive styling is highlighted by brave and bold ‘Yukan’ design elements, which reflect the discerning demands of the young generation. The Datsun redi-Go is priced from Rs 2.39 lakh to Rs 3.34 lakh (ex-showroom, New Delhi).
Client: Datsun, India
Agency: TBWA India
Creative Team: George Koshy, Madhu Vasam
Account Management: Govind Pandey, Ashish Marwah, Vaibhav Katti, Shagun Lidhoo
Planning: Subramanian Krishnan, Sayed Naushad
Agency Producer/Project Management: Venkatesh Iyer
Production House: Bow Chicka Wow Wow
Director: Nigel Simpkiss
Producer: Shishir Khandelwal and Shibani Gulati
Director of photography: Andrew Boulter
Music director: Ram Sampath
Singer: Sona Mohapatra