Fiat has introduced a top end variant of its hatchback Punto Sport, for which Saints And Warriors has created a new campaign. The new Punto Sport is a diesel variant loaded with a more powerful 93 HP engine, besides other cosmetic changes differentiating it from past models.
A television and print campaign have been created for the launch. On TV, the brand has chosen a10-second commercial route with higher number of spots. The film uses exaggeration to emphasise power of the new variant. It shows a male model’s face getting pulled in all directions as a Punto Sport whizzes past.
The film goes on to show exteriors of the car and ends with a shot of the new Punto Sport, with a super stating its power and mileage promise. The campaign broke on 31 May.
Pratim Putatunda, creative director (copy), Saints And Warriors, said, "The Sport is a new top of the line variant of the Punto. This variant is different on the exterior and has a more powerful engine compared to the other ones available. We singled in on the speed of this variant and went on to show it with the help of an exaggeration, which shows the face distorted because of the great speed of the car."
He added, "With the great speed, in times where petrol prices are on the rise, this diesel engine provides great mileage too."
Rajesh Khanna, head, digital, Saints And Warriors, added, "We also had a social media campaign running on Facebook where we created a fan page. Along with it, we also created Fiat India's official website, which runs the TVC as well as banners of the new campaign."
Client: Fiat India
Agency: Saints And Warriors
Art head: Shrenik Chedda
Creative director copy: Pratim Putatunda
Art director: Komal Sawant
Client servicing team:
Account director: Kiran Khadke
Account manager: Swapnil Chaphekar
Digital head: Rajesh Khanna
Director: Lloyld Baptista
Production house: Bombay Infantry