Italian car manufacturer Fiat has rolled out a new campaign titled 'Hello Life' in India.
Part of the campaign is a TVC which has been produced by Filmmaster (Spain), which is an adapt of a global film. Through this TVC Fiat is looking to convey the feeling of happiness and positivity around the brand. The background music for the film is Pharrel William’s 'Happy'. Shots of cars from the Fiat portfolio are juxtaposed with people dancing with gay abandon on the streets, akin to the original video of the song 'Happy'.
Nagesh Basavanhalli, president and managing director, Fiat Chrysler India Operations, said, “We have imbibed the philosophy of ‘Hello Life’ in India that has catapulted us to success. We are not only commited to bring the best technology in automobile industry to India but also the best-in-class sales and service. Indian automobile market is one of the fastest growing in the world and this provides us with a lot of opportunities for growth. We are also committed to bring two new brands and twelve major product launches in the next five years. We have ramped up our dealer network and will focus on increasing it to 150 by end of 2014.”
Along with this campaign, Fiat is also looking to promote new talent in fashion, music and art, who stand for the concept of ‘Hello Life’. Youngsters will showcase their talent at Fiat Caffe's in Bengaluru, Pune and Delhi. Designer Alisha D’lima was the first among these 'Hello Life' ambassadors.
Credits (For the Indian adapt)
Production house: Filmmaster
Director: Federico Brugia
Executive producer CDP: Karim Bartoletti
Executive creative director: Davide Boscacci
Creative director: Marco Gucciardi
Copywriter: Antonella Comoglio
Art director: Domenico Culzoni
TV producers: Riccardo Biancorosso, Arianna Anania
Account directors: Davide Colombo, Laura Petillo
Editor: Marco Battiloro
Music: Pharrel Williams
Post production: Proxima