Indigo eCS creates a ‘car flash mob’ to highlight new attributes, target gen next

Carmaker Tata Motors has launched a campaign for the latest version of its Indigo eCS sedan. The ad film created by Draftfcb-Ulka highlights the car’s new features and positions the brand as the choice for young achievers.

The film opens with a group of Indigo eCS cars being assembled at a spot, seemingly inside a corporate park. Drivers soon start moving in a synchronised manner, creating a ‘car flash mob’ that attracts a sizeable audience. The TVC then highlights the new smoked headlamps, diamond chrome grille, dual tone interiors, and CR4 engine of the car. The voice over concludes saying, “The all new attitude, the all new Indigo eCS.”  

On the rationale behind the campaign, Kartik Smetacek, group creative director, Draftfcb-Ulka, said, “The task was to give the car not just a new positioning, but also a new personality. So while the commercial is designed to showcase the car and all its updated features, it’s also designed to engage with a new generation of potential customers.”

Virat Khullar, category head – sedans, Tata Motors, said, “Indigo eCS comes as a refreshing option for the young ambitious professional who seeks an aspirational offering. The car redefines the category with over a dozen first in class attributes.”   

The 360-degree campaign will straddle print, outdoor and online media.

Credits
Client: Tata Motors
Agency: Draftfcb Ulka
National creative director: KS Chakravarthy (Chax)
Group creative director: Kartik Smetacek
Creative director: Devendra Mankame
Creative team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar, Vishal Rajpurkar
Client servicing: Kailash Kondath, Sneha Shenoy, Ekta Verma
Planning: Sunil Shetty, Mayur Kaku
Films: Alpa Jobalia, Stanley Christian
Production house: Cutting Edge Pictures
Director: Andrew Hardaway