MG Motor India has rolled out a campaign to announce that bookings are open for its Gloster.
Conceptualised by Cheil India, the film shows features of the car with the help of a father-daughter story. The girl has an ice-cream emergency and her father takes it up. He cuts through the normal route and goes off roading to make sure the girl gets what she wants.
Udit Malhotra, head - marketing, MG Motor India, said, “MG Gloster comes with many first-of-its-kind smart intuitive features and personalisation options and hence, it’s almost designed to think about its owners. The campaign establishes the autonomous level-1 features of the car quite clearly and the campaign have been designed to make the terminologies as easy to understand even by children and make them household knowledge as the future of auto-tech will only scale up from here.”
Jaibeer Ahmad, SVP, Cheil India, said, “MG has always been the fore runner in designing cars that have the latest in auto-tech and innovations that are centred around the user. MG Gloster promises to elevate the driving experience of the Indian consumers and redefine the standard norms of the full size SUVs in India. The campaign narrative embodies the principles of what MG stands as a brand. It celebrates relationships, bonds, and the distance one would go for their loved ones."
The film is live across television and digital.
Client: MG Motor India
Créative agency: Cheil India
Director : Peter Lydon
Producer: Adam Saward
Production house: Independent Films, UK