Fiat India Automobiles has launched its latest variant of its C+ segment offering, the Linea T- Jet, for which Bates141 has conceptualised the launch campaign.
The new Linea comes with a 114 PS turbo-charged petrol engine and leather upholstery, two amongst the several changes that see the Linea compete even more fiercely with other cars in the segment that consist of the Honda City, Hyundai Verna Transform, Ford Fiesta, Maruti SX4 and Volkswagen Vento.
The TVC for the new Linea shows a couple in various situations during which the man’s attention is drawn by the Linea while he is supposed to pay attention to his partner. First, he’s shown at a restaurant when a Linea passes by. The car grabs his attention instantly and he’s shown saying “Wow”. By the time his partner turns to see the cause of his reaction, she sees a lady passing by and thinks she was the cause of the action.
This happens a second time. On the third occasion, the couple are shown walking together on the road. The passing by of the Linea distracts the man yet again, but this time his partner responds quick enough to see the cause of distraction. That’s when she has her first encounter with the Linea, for which she says “Wow” and shows the same reaction for the car. The TVC ends with the music that was part of the Linea’s launch campaign, “Cause I’m stuck at the sight of you”, along with shots of the exterior of the car. The voiceover then says, “the powerful new Fiat Linea T-Jet, admiration guaranteed.”
A shorter version 10 second TVC has also been created.
WATCH the TVCs here
Commenting on the TVC, Sagar Mahabaleshwarkar, national creative director, Bates141, said, “We have known the Fiat Linea to be beautiful which lends to the line, “Admiration guaranteed”, but with the new T-Jet engine, the car seems to have found the right balance between power and beauty. This is what we wanted to communicate. We kept the first two campaigns for the car in mind and continued with the thought we had for them, “I’m stuck at the sight of you”. The campaign started with an outdoor and print campaign which is now followed by the TVC. We have been getting good numbers for the ad and the timing of the launch was perfect, as it was launched during the recently concluded enjoyable Test series, which helped gain numbers.”
The campaign started in cinemas, print and outdoor before the TVC was released.
Credits:
Agency: Bates141
Chairman: Sonal Dabral
Chief executive officer: Sandeep Pathak
Branch head: Kaizad Pardiwalla
National creative director: Sagar Mahabaleshwarkar
Creative:
Sanjay Sipahimalani, Runjhun Jain, Manan Mistry, Kiran Nagda and Rajat Dawar
Account management:
Anup P, Subhash Rao and Akshaya Noori
Films head :Tasneem Rajgara
Production house: Magic Hour Films
Director: Alexander Paul
Client: Fiat
VP Commercial: Ravi Bhatia
Head of marketing: Tarun Khanna
DGM communications: Samit Arora
Marketing manager: Vijayeta Karol
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