TBWA\India has created a new TV campaign for Nissan’s B-segment offering, the Micra.
Just like the first campaign, the new one also features Ranbir Kapoor, the brand’s ambassador in India, in a series of commercials bringing alive different aspects of the car that make it the ideal city car.
The film begins with Kapoor shown driving the Micra in yesteryear with the absence of any traffic and singing an old Bollywood number. Then suddenly, the film shifts to the current scenario of a traffic filled city. Kapoor then shows the manoeuvrebility of the Micra and how the car helps in the current traffic scenario. The film ends with Kapoor saying, "Nissan Micra, drive simpler, live better".
Talking about the approach in the campaign, Rahul Sengupta, national creative director, TBWA\India said, “We all reminisce about the good old days. Old songs, old movies – the way our lives used to be simple. Ranbir Kapoor takes the help of Kishore Kumar, RD Burman and Rafi to drive home a solid point.”
Nirmalya Sen, managing director, TBWA\India added, “If the previous campaign was about a car like no other, this one will establish why the Nissan Micra is a brand with a purpose - to help people drive around the crowded city with a smile on their faces and a song on their lips. The brief we worked with was simple – ‘We cannot change the city, but we can make driving in it a pleasure.’
On the communication, Dinesh Jain, chief executive officer, Hover Automotive Limited added, “The communication is path breaking and has not been attempted before in this segment. It has great stand out appeal and will help achieve the objectives for the campaign.”
The new campaign comes on the back of the launch campaign that ran till a few months back. Commenting on the previous campaign, Jain, added, “The Nissan Micra launch campaign generated a tremendous response. The campaign gave us high awareness scores and very high purchase consideration in the Target segment. While Nissan may currently be best known for the Micra, it has created a strong brand platform of Innovation to launch new products in future.”
The TVCs have been produced by Red Ice and directed by Ayan Mukerji.
Project Name: Nissan Micra ‘urban simplifier’ campaign
Creative Agency: TBWA\India
Executive Creative Director: Rahul Sengupta
Creative Director(s): Rahul Ghosh, Siddharth Deo
Head, Account Management: Anand Narayan
Account team: Priya Chandni, Siddharth Jalan
Planning Director: Rajesh Sharma
Planner: Carl D’Souza
Media Agency: OMD
Photographer: Sanjeev Angne
Digital Designer(s) / Artist(s): Sharath, Bibhash
Film Director: Ayan Mukerji
Director of Photography: Vikas Sivaraman, Ayananka Bose, Anil Mehta
Production Company: Red Ice
Production Company Head Producer: Gary
Associate Producer(s): Natasha