Fiat has rolled out a variant called the ‘Linea Classic’. The car offers lesser features compared to the standard variant and is available for Rs 5.99 lakhs (ex-showroom, New Delhi). Ogilvy & Mather has created a TVC for the launch.
The film shows a man seated in the back of a car, giving his driver ‘Ram Sundar’ instructions. He starts off telling him to start wearing a uniform and then tells him not to fill petrol from a particular fuel pump, as ‘scooter guys fill there’. He admonisheshim and asks him to decrease the air conditioning. He’s then shown asking for a full tank of fuel - ‘saada’. The man then asks his driver to take him to the ‘Taj’. He is shown waking up from a nap and asking his driver to go a little faster, so that he doesn’t miss his international flight. The voice over then introduces the new Linea, which ‘Makes everyone feel big’. It is revealed as the man gets out of the car that he is in a Fiat showroom, checking out the new Linea Classic – he has been imagining these situations while in the car. The film ends with him telling the salesman that ‘he’ll take it’.
On the film, Manoj Shetty, group creative director, Ogilvy & Mather, said, “Simply put, the Fiat Linea Classic is an affordable Fiat Linea. The car has been designed to make the sedan far more accessible to hatch user. While the obvious pay off is that it’s the biggest, most attractive buy in its segment, the emotional pay off a virtual upgrade in life. The name Fiat echoes from our past. Reminding us of another kind of affluence at another time. However, today, the name Fiat is also a symbol of Italian engineering and flamboyance. This combination if made affordable would have a heady effect on the Indian middle class. The communication plays up that very aspect.”
He added, “The comments used by the protagonist are carefully crafted to humorously underline a man’s change in lifestyle. By the end of it all, it’s revealed that it was all in his head - but not for long. All in all, elegantly, and hopefully, effectively, communicating the emotional benefits of owning a big Fiat car.”
The film is a part of a campaign which also features digital, outdoor, PR and print.