TBWA India has come up with the launch communication of Nissan's new car - The Micra. The communication for the launch of the new B+ segment car will be in two stages and features its new brand ambassador, Ranbir Kapoor. Currently, the communication for its pre-booking is on air. The start-of the sale communication, which is the second phase will break by mid-July. The theme of the campaign conceptualized by TBWA is ‘Art of City Living’.
Talking about the launch campaign, Abhijeet Pandit, VP- Operations, Hover Automotive India said, "We wanted the communication to convey the car's positioning. It is a small-sized urbaniser, its features make it easy and stress-free to drive. We appointed Ranbir Kapoor as our brand ambassador as we saw lots of similarities between the two. Ranbir comes from a well known family, the Micra comes from the well known Nissan family. Also, Ranbeer is good looking and very passionate about the various roles that he gets in movies. Similarly, the Micra is good looking and can serve varied roles too."
Talking about the campaign, Nirmalya Sen, managing director, TBWA\India, said, "The Nissan Micra is positioned as the ‘urban driving simplifier’, packed as it is with features that make driving on city roads less stressful, leaving the car owner far happier at the end of the journey.”
WATCH TVC's here
The pre-booking commercials are on-air right now. These are supported by print, online and on-ground activities. The two TVCs on air right now talk about the Micra's two distinct features. One commercial shows Ranbir Kapoor showcase the I-key feature of the Micra, while the other shows the push start button technology Nissan has brought for the car. Both the spots end with Kapoor informing the viewers that the bookings for the car are open. Both these TVCs support the car's tagline, 'Drive Simpler. Live Better'.
Credits
Title: Art of City Living
Client: Nissan Motors
Agency: TBWA India
Account Management: Nirmalya Sen, Anand Narayan, Priya Chandni, Neha Sharma
Account Planning: Kalyan Challapalli, Carl Michael D’Souza
Creative: Rahul Sen Gupta, Rahul Ghosh, Siddharth Deo
Film department: Hriday Dowerah, Shyamprasad D
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