In sync with its corporate campaign, 'Sang rishte chale', Chevrolet has rolled out a new TVC that showcases emotions enmeshed in a father-son relationship.
The TVC involves a Sikh family wherein a son is about to leave his home to take up a job elsewhere. While the son is busy packing stuff and arguing with his mother for putting certain eatables inside his bag, his father enters the room and a weird silence pervades thereafter. The father asks him if he has packed everything right, kept his appointment letter, his ties, et al, and the son seems to have it all under control, but the father senses a disconnect with his son. The father turns to one of the pictures on a wall which reminds him of his son's childhood days and their bond. Before leaving the house, the son touches his father's feet to pay his regards, while the father wished to hug him instead. Minutes after he has left, the father finds out that his son has actually taken that particular picture along with him. The father's eyes moisten up. Trying to hide his emotional side, the father instead veers the situation towards his wife and comments that their son is highly emotional, just like his mother!
Prasoon Joshi, executive chairman and chief executive officer, McCann Worldgroup India and president – South Asia, who conceptualised the campaign, said, “Chevrolet is a brand with a heart. It creates products which make a real difference to the life of consumers and through this campaign we are trying to build an emotional bond with the consumer."
Sumit Sawhney, vice president - marketing, sales and aftersales, General Motors, said, “We believe that for a brand to succeed in India, it has to connect both at a rational and functional as well as at an emotive level across audience. We forge relationships with our customers which start much before they even take their first Chevrolet home. And we wish that our customers embark on a "Journey Collective" with their loved ones in their Chevrolet vehicles at every life-stage. This new Chevrolet commercial truly captures the idea of ‘Sang Rishtey Chaley’ and it celebrates the joy of togetherness at an emotive level.”
Client: General Motors
Agency: McCann Erickson
Creative director: Prasoon Joshi
Supervisor: Nakul Sharma
Art director: Titha Ghosh
Production house: Rajeev Menon Production