Mumbai: Cheil X has launched a new campaign for MG Comet. The aim is to showcase it as a street smart car that adapts to the urban mobility needs with modern cities getting smarter day by day.
“The MG Comet EV is a car bred for the demands of the city and is loaded with features that liberate you from the shackles of narrow lanes and tricky turns. Besides, it has the ‘Big Inside Compact Outside’ advantage as well as the tech to navigate the daily surprises. So, in a world where people have grown accustomed to the inconvenience of city driving, MG Comet EV provides a refreshing new perspective on what a delight driving within the city can be,” said Udit Malhotra, head marketing, JSW MG Motor India.
The campaign comprises of three films, set within the urban jungle. Each film shows a situation where the city throws an obstacle but Comet is unfazed by each of them and is adept at finding a solve. While the first film highlights the ‘easy to park’ feature in a light-hearted manner, the other two look to drive home the point that Comet EV is spacious, has tech and is also easy to manoeuvre on crowded city streets. These films collectively look to underline the fact that the combination of design, tech, smart space and features in the MG Comet EV makes it the perfect street smart car.
“The brief was to create a campaign that portrays Comet EV as the perfect city car. We felt that Comet EV, with its easy manoeuvrability, tech features, spacious inside and compact outside design, reflected the spirit of new-age city folks who are always looking at ways to deal with the curveballs of everyday driving. That’s how we arrived at the new positioning encapsulated in the tagline ‘The Street Smart Car.’ The campaign is led by three films that were shot within the environs of the city, with a narrative that seamlessly integrates the features of the car with slice-of-life moments,” said Amit Nandwani, national creative director, Cheil X
“The communication around cars is crafted to evoke a sense of awe since it is an aspirational product, but we had to balance it with a dash of light-heartedness since this car is meant to appeal to a younger audience. To achieve this end, we took inspiration from the daily life and picked up vignettes that touch upon the cadence of routines that we are all familiar with” said Neeraj Bassi, chief growth officer, Cheil X
Links of the films
Move The Way You Like | MG Comet EV – The Street Smart Car
Space For Your World | MG Comet EV – The Street Smart Car
Tech It Away | MG Comet EV – The Street Smart Car
