“Santro has been in the market for a number of years; primarily targeting: a first time buyer, family oriented male guy aged between 28 – 30 years earning between Rs 30,000 to Rs 40,000 per month,” said Ravi Manglani, associate account director, Innocean Worldwide India. “While the positioning stance, “First Car, First Choice” remains the same, Santro has undergone a face-lift. The objective of the campaign is to communicate this very change.”
Built around the creative concept, “Bar…bar dekho”, the communication aims to bring forth the changes in the car’s features that prompt the people to look at the brand again and again.
The film opens on a group of college kids doing a sports day march past on the street. Just as the brand new Santro passes by, all the kids doing the march past do an instant double take to look at the Santro. Cut to a group of Kathakali dancers, dancing. Just when the Santro passes by they too do a double take.
“The campaign showcases other such instances where people stop in their tracks to ‘see’ the Santro with the same old trust, the same mileage, the same low maintenance, now in a new fashion,” added Manglani.