Chevrolet India has launched in India a global campaign themed 'Shattering Perceptions'. Conceptualised by Commonwealth with Carat as media partners, it seeks to bridge the divide between brand and people's perception of it. The campaign kicks off with a digital film for the Beat.
The film, which claims to feature 'real people' and 'not actors', shows a group of youngsters at a table answering questions as part of focused group by Chevrolet. They're asked about the one thing that they want in their car. Most want one that is fuel efficient. Others cite after sales network and resale value. The man moderating the discussion informs them that the same question was asked of their parents. He plays a video of their wishlist, which is pretty similar to what the youth want. The moderator says that this way, the youngsters would end up buying the same car as their parents. He then goes on to show them 'a car that's got everything that they want and is fun to drive'. A partition comes away to display the 2016 Chevrolet Beat and the respondents' parents alongside. The moderator takes them through the car's features, before the Beat signs off with the line 'Fuelled by fun'.
Jack Uppal, vice president – marketing and customer experience, GM India, said, "We are proud to introduce the new campaign for the 2016 Chevrolet Beat this month with a concept of ‘Shattering Perceptions’ to tap our core customer focus groups. The Chevrolet brand holds strong product attributes based on technology, power and dependability that would definitely create a positive impact. This is the perfect kind of setting to correct the difference between the brand and the people’s perceptions of it.”
The film has been released on mobile and digital. The campaign will also extend to OOH, cinema and television.