Mitsubishi Motors has launched a new 360-degree campaign for its SUV, Outlander.
Contract Advertising has conceptualised the campaign, which attempts to drive home the stylish persona of the vehicle through the eyes of ace fashion designer Rohit Bal. The campaign shows Bal being inspired by the Outlander 2010 and launching a fashion line titled Outlander Signature Collection, unveiled alongside the SUV at a fashion show in New Delhi.
Pritam Saikia, marketing head, Mitsubishi Motors said, "To position an SUV as a veritable fashion icon was something unique. As a first mover, we wanted to gain maximum mileage from such a strategy. We felt that Rohit Bal embodied the spirit of the Outlander – he was a global name, had a flamboyant persona and was much admired. Importantly he would integrate with the brand and not overwhelm it."
Prior to its launch, the campaign was preceded by teaser films and a main launch film. In the teasers, Rohit Bal is shown in a reflective and frustrated mood. He tears up his sketches, throws his miniature designs in fire and smashes his DVDs (carrying his Spring/Summer Collection) with a hammer. All just because he has now found his new inspiration. The super at the end says 'Coming Soon'.
View Teaser One
View Teaser Two
View Teaser Three
View launch TVC below
The launch film takes off from the teaser to show Bal desperately looking for the right inspiration that will help him create his new fashion line. Bal critically looks at various artefacts and objects around him hoping that something will trigger off his inspiration. Unfortunately nothing is able to move him. But then he finally has found what he was looking for as he shares it with the world.
Srreram Athray, creative director, Contract Advertising said, "What better way to launch the SUV, than to have one of the best Indian designers go ga-ga over its style. During the launch of the car in 2008, we had established the off-road and on-road capabilities of the vehicle. This time around, the challenge was to unveil it in the market in a manner befitting its stylish new persona."
Lloyd Baptista from Lensflare Films has directed the teasers and the commercials.
TVC credit details
Project: Inspiration
Brief: To bring alive the style quotient of the Mitsubishi Outlander 2010
Client: Mitsubishi Motors
Agency: Contract Advertising
Chairman and chief creative officer: Ravi Deshpande
Regional creative director: Raj Nair
Senior creative director: Srreram Athray
Copy: Srreram Athray
Planning: Debopriyo Bhattacharjee
Account management: M S Balaji, Rajesh Mathew, V Venkatesh
Production house: Lensflare Films
Director: Lloyd Baptista
Music: Rupert
Post-production: Pixion
Media agency: Zenith Optimedia
Media exposure: TV, print, web
View Print Campaign below
Print Campaign credit details
Chairman and chief creative officer: Ravi Deshpande
Regional creative Director: Raj Nair
Senior creative director: Srreram Athray
Copy: Srreram Athray, Lalitha Vaidyanath
Art: Pandiyan Kannusamy
Planning: Debopriyo Bhattacharjee
Account management: M S Balaji, Rajesh Mathew, V Venkatesh
Photographer: Kedar Malegaonkar
Media agency: Zenith Optimedia
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