Mumbai: DigitasLBi has partnered with one of India’s most popular content creators, The Viral Fever (TVF), and launched a novel campaign to harness the power of video platforms for Datsun redi-GO Smart Drive Auto.
At the heart of the campaign is a unique and tongue-in-cheek music video featuring the artists from the famous “Dilli de Sardarboys” – a YouTube phenomenon from TVF. It is a hilarious take on the Indian youth and their obsession with their hatchbacks. The music video and its groovy track manages to capture the quintessence of young India and how the car is actually an extension of their dreams, aspirations and daily life. The video has been released on TVF’s Timeliners social media platforms, as well as on digital platforms including YouTube.
“Digital is the main pillar of Datsun India’s go-to market strategy today, we are targeting the entry level car buyer and Datsun redi-GO with its best in class features is the best option available today (2.49lac Ex-showroom). On digital, our focus is to have the right content strategy to attract the millennials and TVF was chosen to exactly do that. Intent was to create an original and exclusive content with a seamless brand integration to attract the digital native audience.” says Raja Naeem, Marcomm Lead, Datsun India
Adding to Raja’s quote, Vineet Singh, Head-Delhi & CRM India, DigitasLBi says, ““The youth form an important audience in this category. Working with content creators gets us ‘engaged reach’ because they connect with the youth and speak their language. With this campaign, we aim to immerse the brand into popular culture organically.
Vijay Koshy, Head – Brand Partnerships, TVF also quoted, “With the Launch of AMT variant in an Entry level Hatchback car, The challenge was to create something disruptive which could match the Datsun Brand Statement. TVF is known for delivering Innovative Content Solutions right from the days of its inception and our vision has been to narrate interesting and Relatable stories to our Audience. When an Individual buys his first car chances are that it will most likely be a Hatchback. So, we wanted to show the emotional connect of an Individual which he has with his Hatchback. When it comes to touching the emotional chords of the audience, nothing could be better than telling it through Music. Associations like these elevates the merit of Branded content in terms of Audience Engagement over the traditional way of advertising through Midroll or Preroll ads”
Let’s hope this era of collaborations goes on and the brand-centric communication takes a backseat because this is more fun.
Link to the video –
DigitasLBi is a modern, data-inspired agency, and a part of the PublicisGroupe.
