Fiat's features silence US-returned in new campaign

Fiat India has rolled out a television campaign for its sedan Linea.

The TVC created by Ogilvy India showcases features of the car while underlining the multi-jet engine under its hood.

The film opens at an airport pick up point, where a man is receiving an Indian origin friend from the United States of America. The friend complements the Linea owner on the car. Enroute, he talks about his car (back in the US) and the features it has. He is amazed to discover that every feature he starts talking about (light sensory headlights, rain sensory wipers, Blue and Me), is also present in the Linea. The film ends with the friend asking the man what else the car has. The Linea owner replies in jest: “Engine”.

On the TVC, Manoj Shetty, group creative director, Ogilvy and Mather, said, “Most of the features being spoken about these days have already been around, for a while, in the Linea. But of course, we didn't want to say it like that, lest we sounded pompous. Somewhere came the elegant idea of introducing an antagonist who represented competition and his eventual discomfiture. So our point was made in a sophisticated manner using a prevalent Indian insight.”

Credits

Client: Fiat
Agency: Ogilvy & Mather
Production house: Showandtell Productions