Raahil Chopra
Oct 23, 2012

Tata says 'Go club class’, with the new Manza

WATCH the ad film created by Draftfcb-Ulka here

wide player in 16:9 format. Used on article page for Campaign.

Tata Motors has launched a new version of its sedan, the Manza, for which Draftfcb-Ulka has created a campaign. The new Manza has been positioned as the ‘Club class sedan’.

The TVC shows a young couple seated on the back seat of the Manza and draws a parallel between the experiences of an elite club with that of the new Manza. Through the comparisons, all the new features of the car are shown.

Commenting on the brief given to the agency, Virat Khullar, head, sedan product group, Tata Motors, said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class Touchscreen Multimedia Navigation with in-built GPS, Fully Automatic Climate Control and premium Italian Leather Upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”

Kartik Smetacek, group creative director, Draftfcb-Ulka, said, “The new Manza seeks to occupy the polestar position in its category. So while the task was to announce the new news, it was also to clearly, unambiguously move the Manza to its stated new positioning – the club class sedan.”

Besides the TVC, the campaign will be spread across print, outdoor and online.

Credits:

Client: Tata Motors
Agency: Draftfcb Ulka
National creative director: KS Chakravarthy (Chax)
Group creative director: Kartik Smetacek
Creative director: Devendra Mankame
Creative team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar
Client servicing: Kulvinder Ahluwalia, Kailash Kondath, Sneha Shenoy, Hormuz Ragina
Planning: Sunil Shetty, Mayur Kaku
Films:Alpa Jobalia, Vikas Malhotra, Mazhar Khan
Production house: 7 Films
Director: Lloyd Baptista

Source:
Campaign India

Related Articles

Just Published

21 hours ago

BJP leads online political ad space with INR 19.1 ...

The ruling party has allocated over 117 crores to Google Ads since January for campaign purposes, according to the Google Ads Transparency Centre.

21 hours ago

Bisleri India on the hunt for a new creative partner

The pitch is currently underway via the brand's Mumbai office.

23 hours ago

Amazon layoffs impact APAC adtech and media leaders

The job cuts are part of Amazon's plans to streamline its sales, marketing and global services division globally.

23 hours ago

Advertisers are not fully prepared for the demise ...

The latest Future of Measurement report reveals that only 2% of advertisers are using a mix of MMM, experiments, and attribution, for measurement.