Tata Motors has rolled out a film-led campaign for its flagship SUV brand, the Safari. Through the campaign, the brand aims to help consumers reclaim their lives from boardrooms, calendars and deadlines.
The film aims to be an ode to consumers’ evolution and their ability to balance the worlds they live in. It also looks to serve as a reminder to take control of their lives, by asking people to unfollow the calendar and live life according to their terms. Ogilvy has conceptualised the campaign.
Vivek Srivatsa, head marketing – passenger cars, Tata Motors said, “Safari has always enjoyed an iconic status. With the new launch, the challenge for communication was to raise the bar even higher, while refreshing the ‘Reclaim your Life’ theme to bring it in sync with the current times. Ogilvy has managed to do it beautifully in terms of storytelling and also in the way Safari has been integrated into the story.”
Saurabh Kulkarni, group creative director, Ogilvy Mumbai, said, "Working on the new 'Reclaim your Life' campaign was a big, big deal since the brand and the ad that launched it have something of a cult following. A lot has changed since then, though, including the consumer. Now, we're talking to somebody who's older, who's confined, not by the Monday to Friday routine but by their own mindset, which says that there's something called ‘Monday’. The client was clear from the start that the ad shouldn't be about showcasing features but rather telling a story. So, we told the story of a guy who breaks free of this construct of a calendar in his mind and reclaims his life.”
Client: Tata Motors
Creative agency: Ogilvy, Mumbai
Chief creative officers: Kainaz Karmakar, Harshad Rajadhyaksha
Managing partner, creative (West): Anurag Agnihotri
Creative: Saurabh Kulkarni, Rohit Devgun, Urvashi Das, Sheldon Dsouza, Suhas Panchal, Rishabh Dave, Shashank Mestry and Jatin Rupapara
CEO: Kunal Jeswani
Chief strategy officer: Prem Narayan
Associate president and integrated brand team leader: Prakash Nair
Account planning: Kshitij Rajoria
Account management: Dushyant Kumar, Feroz Shaikh, Suraj Das, Purusharth Desai, Spriha Walia, Juhi Wadia and Krupali Zaveri
Production house: Story-tellers
Director: Arun Gopalan