MG Motor has rolled out a campaign titled, #UnbelievableButTrue for its Astor, Gloster and Hector.
The films capture the sense of incredulity and delight experienced by customers when they realise the ‘too-good-to-be-true’ prices of the vehicles.
Each film features an Indian and a British national, discussing the ‘unbelievable' attributes the automaker is offering on its models.
To drive in the incredulity aspect of the messaging, the campaign employs common English idioms that basically imply and denote something that's impossible or too far-fetched to be true, but with an eye-popping twist.
The first film for MG Hector makes literal use of the 'flying pigs’ idiom to showcase the price range of the SUV, while the second film plays up a mythical ‘Unicorn' to highlight the MG Astor 2024’s assets.
The third film uses the popular, yet inconceivable, notion of 'money growing on trees' to portray the ‘mindboggling’ value that an MG Gloster offers.
Udit Malhotra, head of marketing, MG Motor India, said, “Since its launch in 2019, MG Motor India has been known for its unique approach to humanising technology and providing best-in-class features. Looking ahead to 2024, we aim to enhance and evolve our brand story further. By offering the right features at the right price, we are trying to capitalise on all points of leverage to draw attention to the uniqueness of our brand and increase brand love”.
Amit Nandwani, national creative director, Cheil India, said, “We wanted to explore a clutter-breaking visual route while finding a way to keep the context relatable and films enjoyable. Leaning into the idea of unbelievable delight, each film drives home the point in a light-hearted, fun way with a memorable visual twist at the end. And through the endearing banter of the Indian-British duo, we have tried to marry the British heritage and Indian connect of the brand.”
Neeraj Bassi, chief growth officer, Cheil India, added, "Working on an iconic brand like MG is a pure delight. For it’s a brand, which is not afraid to push the envelope yet endeavors to stay true to its core Britishness, very much a part of its identity. We are excited to partner with MG Motor in this campaign, where its humor grows on you as the narrative unfolds over a span of multiple films. We hope that consumers will enjoy these films immensely.”
Credits
Agency: Cheil India
Chief operating officer: Sanjeev Jasani
Chief creative officer: Vikash Chemjong
Chief growth officer: Neeraj Bassi
National creative director: Amit Nandwani
Chief strategy officer: Sourav Ray
Vice president, head of operations: Kanika
Account management team: Jaipal Singh, Priyanka Saini, Shweta Goel, Anamika Sharma
Creative team: Arjun Jetly, Sean Colaco, Shailender Singh, Volga Atwal, Rakshit Nair
Account planning team: Ruchi Kohli
Production
Director: Vikalp Chhabra
Producer: Ankit Ahuja
Production house: Red Comet Films
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