Tata Motors’ has unveiled a new TVC that uses the backdrop of the shooting of a ‘saas-bahu’ serial to drive home the’25 kmpl’ claim of Indigo eCS and Indica eV2 cars.
Elaborating on the thought behind the new film, Kartik Smetacek, creative director, Draftfcb Ulka, said, “Rather than communicate a generic fuel efficiency benefit, we set out to own the benchmark mileage 25 kmpl. This film and the ones to follow are unequivocal in their message - 25 nahi toh kuch nahi.”
The film, the first in a series, opens on a typical ‘Saas - Bahu’ serial with the pompous ‘devar’ being slapped by the ‘bhabhi’. The perfectionist director is not happy and wants more ‘Energy’ in the shot. And as the slaps continue, the director keeps giving new reasons for the retakes, ‘Feeling’, ‘Touch Nahi Hua Na’ till the exasperated young ‘devar’ asks ‘How many more Sir?’ To which the director responds ‘three more’ and it sinks in to the ‘devar’ that he has to do 25 takes. Because, as the film explains, “If it is not 25, it is not enough”.
Client: Tata Motors
Agency: Draftfcb Ulka
National creative director: K S Chakravarthy
Creative director: Kartik Smetacek
Vice president: Kulvinder Ahluwalia
Copywriters: Raju Narkar, Donovan Dsouza, Aditya Iyengar
Art directors: Devendra Mankame, Rajdatta Ranade
Servicing team: Kailash Kondath, Nisha Philip, Hormuz Ragina
Film maker: Rajesh Krishnan
Production House: Soda Films.