Raahil Chopra
Dec 03, 2010

Ogilvy creates launch campaign for Tata’s new breed Aria

The Aria is a crossover between a sedan and a SUV

Ogilvy creates launch campaign for  Tata’s new breed Aria

Tata Motors has launched the Tata Aria, a car the automobile manufacturer calls, “The first Indian crossover”.  The Aria is priced between 13-16 lakhs and will provide completion to the Toyota Innova, Mahindra Xylo and Scorpio as well as the Tata Safari.

The film created by Ogilvy Mumbai for the Aria opens with a shot of a SUV and a sedan colliding heads on. As a result of that, the Aria is formed which has traits of a SUV as well as a sedan. The voiceover explains, “the finesse of a sedan with the muscle of a SUV”, before introducing the car. Shots of the exterior along with the interiors of the car are then shown before the film ends with the voiceover calling the Aria, “A new breed.”

Commenting on the launch of the Aria and the campaign, Anup Chitnis, executive creative director, Ogilvy, said, "This is the first time Tata has launched a car in this price range. Also the term 'crossover' is little known by people in our country. So to explain that, we used the simplistic thought of getting a sedan and a SUV getting together to form one car.

"The Aria has the built of a SUV with the functionality of a high end sedan. The Electronic Stability Program feature that the car has is a part of very few cars and of hardly any SUVs. The car is easy to drive and  too just like a sedan." 

WATCH the TVC here

Bang Bang Films is the production house for the TVC.

Commenting on the TVC, Roopak Saluja, co-founder and managing director, Bang Bang Films, said, "We're pretty kicked that our partnership with Believe Media of Los Angeles for Asia and the Middle East has started with a major launch for a major advertiser.  It's also our first ever project for a Tata brand. The simplicity of the creative concept made it incumbent on both, Ogilvy and Bang Bang to ensure we got all the elements of production spot on.”

On the location picked for the TVC, Saluja said, "Combing the planet for the perfect salt pans, we zeroed in on Turkey and South Africa, eventually going with the latter.  And Absolute Post of London finished the film with great finesse."

Along with the TVC, existing print and outdoor ads are also a part of the campaign. Videos describing its features and a webcast are a part of its website www.tataaria.com.

Credits:

Title: Come Together

Brand: Tata Aria

Client: Tata Motors

Agency: Ogilvy (Mumbai)

Executive creative director: Anup Chitnis

Creatives: Anuraag Khandelwal and Satish de Sa

Agency producers: Vikram Bangera and Sameer Viegas

Client servicing: Ajay Menon and Sabyasachi Bhattacharya

Production company: Believe@Bang Bang (co-production between Believe Media, LA & Bang Bang Films)

Production services: Razor Sharp Films (Cape Town)

Director: Gerard De Thame

DOP: Michael Coulter

Produced by: Roopak Saluja, Kirk Dias, Fabyan Daw and Axel Lerner

Assistant director: Simon Damast

Editor: Harshal Thakur

Post production manager: Girish Kant Singh

Post production: Absolute Post (London)

Music: Finger Music (London)

Source:
Campaign India