Pooja Ahuja Nagpal
Nov 23, 2012

Nissan rides on music to promote new offering Evalia

Watch the TVC created by TBWA here

For the launch of Evalia, Nissan has unveiled 'moves like music’ campaign featuring musicians Sunidhi Chauhan, Swanand Kirkire, Anushka Manchanda, Andrea Jeremiah, Shantanu Moitra and Vijay Prakash. The TVC created by TBWA went on air on 22 November.

The TVC uses the various facets of music such as melody and tune and connects it with the key attributes of Nissan Evalia such as mileage, maneuverability,  reversing and so on to communicate the smooth functioning of the car. The film starts with singer Manchanda strumming the guitar while they wait in the car for Jeremiah. Once she settles into the car, they embark on a journey with each of them singing. Moitra steers the song and the car ahead highlighting the attribute that Evalia 'Turns like a tune'. The range is depicted when Kirkire starts humming the high notes, while Sunidhi portrays the easy reversing of the car when she hums the raga smoothly in reverse. The film ends with the voice over “Moves like music.”

On the campaign, Nitish Tipnis, director – sales and marketing, Hover Automotive India (HAI) said, “Innovation has been an integral part of our communication strategy at Nissan and our products too reflect that seamlessly. For the Nissan Evalia, we chose to convey the key features and innovations in a unique way through music, as music brings together people from all walks of life. TBWA’s ‘Moves like Music’ campaign beautifully captures the innovative story of the Evalia.”

Rahul Sengupta, national creative director, TBWA\India, said, “For Nissan Evalia, we’ve highlighted its drive-ability by comparing its movements to graceful musical notes. In casting some very gifted musicians for the new campaign, ‘Moves like Music’, we were able to show the Evalia as an enjoyable space, moving in a new direction from the conventional ‘show us more of the car’ in the campaign.”

On the campaign, Nirmalya Sen, managing director, TBWA\India, added, “The Evalia outperforms its competitors on both attributes in the MUV category – space and mileage – but its most exciting innovations are all designed to make the Evalia move in a way that you wouldn’t expect a seven-seater to move. The ‘Moves like Music’ campaign brings this alive in a very unique way.”

Along with the television commercial, the campaign is present across print, outdoor, digital mediums, and also involves on-ground activities.

Credits

Client: Nissan Motors
Creative Agency:  TBWA\India
Executive creative director: Rahul Sengupta
Associate creative director(s): Rahul Ghosh, Siddharth Deo, Souvik Dutta
Account management: Shiv Sethuraman, Nirmalya Sen
Account director:  Bodhaditya Deb
Account management team: Trisha Satra, Zoheb Maqba
Agency Producer: Hriday Dowerah
Director: Shimit Amin
Music Director: Clinton Cerejo
Director of Photography: Sanu Varghese
Production Company: Red Ice Films
Production Company Head Producer: Gary & Robby
Executive Producer: Hemang Chheda
Media Agency: OMD

Source:
Campaign India