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

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