Tata plays up Bolt's multi-drive functionality

Tata has rolled out an ad film for its latest product offering, Tata Bolt. The film has been conceptualised by FCB Ulka.

The film, shot as a musical, shows multiple sequences of people in the car and using the Bolt’s multi-drive feature to get to their destination. The first sequence shows a gang of friends who are running late for a match, followed by a family that decides to switch to Eco mode as they don't need to tank up for a long drive and a wedding where an excited groom leaves to go pick up his bride.

Delna Avari, head - marketing communications, passenger vehicles, Tata Motors, said, “The Bolt is an exciting hatch from Tata Motors. This is India’s first hatch to offer a multi-drive mode experience. We wanted to play up on this core offering. We wanted the music to be peppy, which goes with the sportiness of Bolt. The brief to the agency was to create a simple yet impactful ad, which captures the spirit of the young Indian consumer. We are delighted that FCB Ulka has delivered a strong communication through this ad campaign. We have seen a positive, good response for the Bolt. ” 

Haresh Moorjani, executive creative director, FCB Ulka, said, “In the hatchback segment, the Bolt is truly a trendsetter. Besides great looks and new age connectivity options, the one feature that sets it apart is the multi-drive. So we single-mindedly created a series of commercials around this feature with a track that brought alive multi-drive in a memorable manner. Capturing a young lifestyle that is in a state of constant change – from a surge of power to the joy of a long drive.”

The TVCs are currently on-air across GECs, news, niche and regional channels; and are also supported by print, radio and digital media.

Credits:
Client: Tata Motors
Creative agency: FCB Ulka – Mumbai
Executive creative director: Haresh Moorjani
Creative director: Donovan Dsouza, Devendra Mankame
Sr. vice president: Kulvinder Ahluwalia 
Account management: Kailash Kondath
Agency producers: Alpa Jobalia
Production house: Milestone Films
Director:  Razneesh Ghai
Producer: Ajay Vasu