Tata Aria rolls out second campaign

Following the launch campaign of the Tata Aria, in which the car was introduced to the Indian consumer, Ogilvy Mumbai has created the second TVC for the ‘First Indian crossover”.
 
This TVC explains the features of the car and is set on a highway where a family of three is shown in a Tata Aria. The husband, the driver of the car, suddenly tell his wife that he is a secret agent, as he sees a couple of cars following him fro his side-view mirror. He then manoeuvres the car around in typical Hollywood secret-agent fashion, complete with thrilling background music, showing off the car’s features as he beats off the “bad guys” by driving them off a cliff. Once the chase ends, his wife complains about the lie, to which he replies by saying, technically, just a little bit. The TVC signs off with a voiceover reading out the tagline, “luxury that thrills”.
 
Commenting on the TVC, Rajesh Nair, head, Utility Vehicles, Tata Motors, said, “Tata Aria promises luxury that thrills. It's the coming together of the old world comfort and new-age wizardry to redefine luxury. The TVC  was scripted around a high- adrenaline chase theme which showcased the Aria in its full glory and highlighted its hi-tech features. We are confident that men who love gadgets will surely favour the snazzy gadgetry of the TATA  Aria.”
 
On the film, Abhijit Avasthi, national creative director, Ogilvy India, said, “The Tata Aria is an exciting car, especially when you start discovering its various features. The television spot had to capture this excitement. It had to be a journey of discovery. An adventure. This was the task set before the creative team. And from this was born ‘The Chase’ – a spoof on Hollywood’s Bond-type thrillers. We hope people have as much fun watching this TVC, as we had creating it.”
 
Anup Chitnis, executive creative director, Ogilvy Mumbai, added, “The Aria has everything a secret agent would want in a car. Except for a missile launcher. Hence we decided to position it as a secret agent's vehicle of choice. However, the Aria is so packed with thrilling features; we needed a glorious 1 minute 20 seconds to do complete justice. It turned out to be a veritable feature film.”
 
Anuraag Khandelwal, senior creative director, Ogilvy Mumbai, said, “We’ve grown up watching James Bond in his swanky cool cars, annihilating the bad guys. Satish and me thought, what if Bond finally settled down, and had a family of his own, wouldn’t  he drive the TATA Aria?  Everything else simply fell in place after that.”
 
Credits
Client: Tata
Agency: Ogilvy Mumbai
National creative director: Abhijit Avasthi
Executive creative director:  Anup Chitnis
Senior creative director:  Anuraag Khandelwal
Creative director: Satish deSa
Bombay branch head:  Navin Talreja
Vice president account management: Ajay Menon
Account director: Murli Krishnan
Film executive: Sameer Viegas