Fiat's launch campaign for Linea banks on looks, styling

Bates 141 has created the launch TVC for Fiat Linea, the mid-sized car from Fiat India.  The basic thought behind the campaign is "Admiration Guaranteed," where the core idea was to showcase the good looks and styling of the new model.

The Linea competes in its category with cars like Ford Fiesta, Honda City, Hyundai Verna and Maruti SX4.

The commercial brings home the fact that the consumer is bound to get attracted by a car's good looks. The ad opens on a father and son walking down a high street. The son pauses every once in a while, when he passes a shop display window that he likes, staring at the object of his affection longingly. This happens a number of times. Each time, his father has to physically peel him away from the spot. Suddenly, the father looks transfixed by something that he has seen. It turns out to be the new Fiat Linea at a Fiat showroom. The ad ends on a shot of the son exasperatedly trying to peel his father away from the showroom window. Watch the TVC here.

Explaining the concept behind the ad, Sonal Dabral, regional executive creative director, Bates 141 says, "The Fiat Linea, after the Launch of the Fiat 500, was the true re-launch of Fiat in India. As a car, it broke all the category norms. But across all clinics done by the client, one thing which consistently stood out was the distinctive Italian styling and the looks of the car. The client had asked us to single-mindedly focus on the design and styling of the car."

He adds, "The thought behind the campaign was very simple. We had to show that it is a great looking car. We wanted to be in the area of desire and admiration; we wanted to portray the idea of people falling in love with the car."

The media exposure for the campaign will include TV, print and below the line.

Credit Details

Creative team: Sonal Dabral, Sanjay Sipahimalani, Kaushik Mitra, Joseph Desouza

Production House: Corcoise Films

Director: Prasoon Panday

Exposure: TV, print, BTL