A new ad film for recently re-launched hatchback Nissan Micra has been released, created by TBWA\India.
The TV commercial titled ‘Tag on Wheels’ showcases the Micra as four friends, one in each car, play a game of ‘tag’. The film captures the four Micras chasing each other through the colourful - and often crowded and narrow - streets of a rustic city (Jaisalmer). The soundtrack is a jingle that urges people to ‘Come out and play’. A voice over and super say ‘The new Nissan Micra. Play Hard’ before brand Nissan signs off with its promise of ‘Innovation that excites’.
Nitish Tipnis, director - sales and marketing, Hover Automotive India (NSC Nissan India), said, “The significant exterior and interior changes to Micra are based on the customer’s desire for a more aggressive and highly maneuverable hatchback with state of art features for today’s driving needs combined with infotainment necessities”.
He explained that the ‘Play Hard’ campaign accentuates the new Micra’s sporty and macho stance while demonstrating the spacious interiors and features. The media mix will include print, digital and TV.
“The Micra along with the Micra Active starting at a game-changing price of Rs 3.5 lakh will broad base the product target across the entire hatchback segment,” added Tipnis.
Parixit Bhattacharya, chief creative officer at TBWA\India, said, “With a bolder grille as its new face and loaded with features including the game-changing CVT (continuously variable transmission), the Nissan Micra deserved a commercial where the car was the real star. Four cars playing a game of tag allowed us to unveil the many facets of the car while sticking to the story. The premise also helps in establishing the new Micra as the mean performer that it truly is. We hope the commercial will motivate people to reassess the car and inspire them to play hard."
Shiv Sethuraman, group CEO, TBWA\India, said, “There was an inherent need for disruptive thinking and work to attract consumer eyeballs. With the intention of creating a new space for the Nissan Micra, the commercial highlights the outstanding features of the car through an enjoyable narrative.”
Chief creative officer: Parixit Bhattacharya
Copywriter: Parixit Bhattacharya, Rahul Ghosh
Art director: Siddharth Deo
Account management: Shiv Sethuraman, Nirmalya Sen, Aejaz Khan, Nipun Goomer
Director: Jon Gwyther
DOP: Jon Gwyther, Kavin Jagtiani
Production company: Cutting Edge Films
Producer: Billoo Sandhu
Music: Ashutosh Pathak