A month after the Datsun Go went on sale, communication for the launch has been rolled out, conceptualised by TBWA\India. The campaign comprises a TVC, supported by print, digital and BTL activities.
The film captures the excitement of two children in a family. The school boys stand on either side of their garage and provide a guard of honour for their father, who walks in. Their chanting continues at the father opens the garage, where the Datsun Go, the reason for their excitement, is revealed. He drives it out and invites his children to get into the car. Once they’re in, the drive to school is peppered with shots of the car, revealing technical specifications.
On the launch, Kenichiro Yomura, president, Nissan India Operations, said, “The original Datsun brand contributed to mass mobility in Japan and other countries where people fulfilled their dreams of becoming car owners. Our aspiration is to help customers fulfill their dreams with the Datsun brand here in India as well.”
Nirmalya Sen, president, advertising, TBWA\India Group, said, “The first car is special. The Datsun experience is designed to make it a lot more memorable. With a category-redefining car and a car buying and owning experience like never before, it leaves you with the feeling of having entered the ‘Big League’ even if you have just entered the category. The campaign attempts to bring this feeling alive through the eyes of an Indian family.”
Parixit Bhattacharya, CCO, TBWA\India Group, added, “The arrival of the first car in the family is replete with rituals and reverence that is second only to an addition of a family member. When that car is as special as Datsun GO, it is given a royal salute, even by the youngest members of the family. The launch commercial imagines this reverence through the eyes of two little boys who are smiling their way into the ‘Big League’.”
More films will be on air shortly. The launch film will run until end-April 2014.
Credits
Client: Nissan Motor India (Datsun)
Creative agency: TBWA\India
Chief creative officer: Parixit Bhattacharya
Creative directors: Parixit Bhattacharya, Venkatraman Ramalingam
Copywriters: Parixit Bhattacharya, Venakatraman Ramalingam
President: Nirmalya Sen
Global creative director: Alasdhair Macgregor Hastie
National head of art: Deepak Singh
Agency producer: Hriday Dowerah
Account head: Nirmalya Sen
Account manager: Amrita Chatterji
Senior planning manager: Aditya Nagavekar
Production house: Jamic Films
Head producer: Akshay Uchil
Director (film): Nikhil Rao
DOP: Sejal Shah
Media agency: OMD
Media team: Shankar Poojari, Dipesh Dadhich, Bhagwan Jangam, Pranay Sheth
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