The TVC for the new Tata Manza says that the car has all the features that automobile experts covet.
WATCH the TVC (story continues below)
The commercial is set in a deserted warehouse in the middle of nowhere. A group of rival international automobile engineers and executives, led by their no-nonsense boss, arrives by chopper to scrutinise various aspects of the car – colour, space, technology, power. As the boss asks his chief engineer about each feature, "We have?", he sheepishly replies, "No." The boss asks, "So what do we do?" A cocky young engineer whispers to another colleague, "Buy it immediately." The comment is picked up by the sharp-eared boss, and the next scene sees him driving the Manza with the young engineer locked in the boot at the back, as the voiceover says, "It's what every car wants to be."
Kartik Smetacek, creative director, Draftfcb Ulka, said, “The idea behind the commercial comes out of the brand’s baseline – A class apart. We sought to highlight all the unmatched features in the new Manza, but do it in an entertaining, enjoyable way.”
The commercial has been directed by John Doe and produced by Pumpkin Pictures.
Besides TV, the campaign also releases in print, outdoor, radio and online.
Agency: Draftfcb Ulka
Client: Tata Motors
National creative director: K. S. Chakravarthy
Creative director: Kartik Smetacek
Servicing: Kulvinder Ahluwalia, Ruta Patel
Planning: Sunil Shetty
Production house: Pumpkin Pictures
Director: John Doe
Music: Vicky Goswami and Ram Sampath