Shephali Bhatt
Nov 17, 2011

Indigo Manza's Tanuka San goes undercover in the new TVC

Watch the TVC created by Draftfcb Ulka

wide player in 16:9 format. Used on article page for Campaign.

Indigo Manza has come up with the second edition of their campaign starring the ever temperamental Tanuka San. The TVC has been created by Draftfcb Ulka.

The plot is centered around Tanuka Sen who picks up a random engineer from his organisation and the two go undercover (dressed as Sikh men) to find out why people are buying Indigo Manza. The two manage to get a lift in a manza and San begins asking the owner of the car why he bought it. Just when he is getting some feedback on the car's design, technology and performance, the young engineer roles down the side window and courtesy the blowing wind, his disguise is blown away. As expected, San gives him a hard look and one knows that the young engineer is going to be in a soup soon.

On the rationale behind continuing with the Tanuka San theme, Kartik Smetacek, creative director, Draftfcb Ulka, said, “The first film worked largely due to the popularity of the Tanuka San character and his trademark glare. In the sequel, we knew we had to progress the story. He’d already studied the product in great detail, so market research seemed like the perfect next step.”

Kulvinder Ahluwalia, vice-president, Draftfcb Ulka, added, "Indigo Manza is a class leading car with features that are present only in top end sedans. It sports an internationally acclaimed engine and drivetrain and has luxurious space, all of which make it live up to its promise – A Class Apart”

Besides TV, the campaign has been released in print, outdoor, radio and online mediums.


Client: Tata Motors
Agency: Draftfcb Ulka
National creative director: KS Chakravarthy (Chax)
Creative director: Kartik Smetacek
Copy: Donovan D’Souza, Aditya Iyengar
Art: Deven Mankame, Rajdatta Ranade
Servicing: Kailash Kondath, Nisha Phillip, Sharanya Iyer
Planning: Sunil Shetty, Mayur Kaku
Films: Jignesh Maru
Production house: Pumpkin Pictures
Director: John Doe

Campaign India