Campaign India Team
Nov 26, 2010

Bates141 brings out “Wow” factor in new Linea T-Jet

WATCH the new TVC for the 114 PS Fiat Linea T-Jet

Bates141 brings out “Wow” factor in new Linea T-Jet

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. 


click image to enlarge



click image to enlarge



Agency: Bates141 

Chairman: Sonal Dabral

Chief executive officer: Sandeep Pathak

Branch head: Kaizad Pardiwalla

National creative director: Sagar Mahabaleshwarkar


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

Campaign India