Force Motors has roped in Salman Khan and Sohail Khan as brand ambassadors and have featured them together for their new campaign. The TVC, created by Triton Communications, unveils Force Motors' new entrants to the small commercial industry – Trump 15 and Trump 40.
Commenting on the strategy for the new campaign, Pankaj Arora, executive director Mumbai & Pune, Triton Communications, said, “Given the marketing challenge, we chose to adopt a ‘Sandwich Strategy’. The task was to position both the Trump 15 and Trump 40 which have a capacity to carry loads from 790 kg to 1100 kg respectively as a range that is tough, rugged and stylish. Also Force Motors has a heritage of making vehicles that are strong, reliable and fuel efficient. We needed to communicate this range in a simple interesting and memorable manner.”
Renton D’Sousa, national creative director, Triton Communications, said, “The most potent, rugged duo in filmdom with mass-market appeal was used to mirror that most powered rugged cross-country duo in the mass goods carrier segment. How the Trump duo overcomes all adversity, is exactly the awe that this product generates amongst non-Trump truckers." The film was shot in "Bollywood-style", with special effects and large sets. "We decided to choose macho most ‘wanted’ man Salman Khan and his brother Sohail Khan. The script is simple and showcases that the smaller vehicle Trump 15 is strong and tough and can easily handle competition. But if you need more power there is always the Big Brother Trump 40,” said D'Sousa.
Apart from TVC, the campaign will be a mix of both ATL and BTL activation.
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Force Motors' range includes three wheelers, small commercial vehicles, multi utility and off road vehicles, light commercial vehicles and agricultural tractors.