Mumbai: FCA India, manufacturer of the ‘Made in India SUV, Jeep Compass’, recently added a new range of diesel variants in its line up with the very versatile and intelligent 9-speed automatic transmission. Positioned as ’Urban off-roader’ the Jeep Compass Diesel Automatic, in the latest TVC Campaign created by Leo Burnett India, sharply showcases its dual capability in urban traffic and also off the road.
Urban roads in India have been a challenging terrain due to infrastructural as well as traffic issues. It is on every single working day that vehicle owners dodge potholes, infrastructural construction sites, bottlenecks, and seek shorter routes. Jeep seeks to provide a seamless driving experience with the new Compass Diesel Automatic, which is agile, quick and powerful in such challenging, everyday driving conditions.
Reinforcing the brand’s mantra ‘Go anywhere. Do anything’, the new campaign, highlights the challenges of urban driving and delves into the capability of the Jeep Compass Diesel Automatic to navigate through, effortlessly. The visually striking commercial portrays the Jeep Compass Diesel Automatic variant conquering everyday life urban driving challenges. Backed by a catchy retro Bollywood soundtrack and a visual style inspired by Neo-Retro, black & white with a splash of colour style, the TVC is a treat for all automobile enthusiasts. The new TVC embraces the four pillars of Jeep’s brand philosophy – Passion, Freedom, Adventure and Authenticity – while showcasing the capabilities of the Jeep Compass Diesel Automatic in urban driving conditions. The campaign media mix comprises of TVC, OOH and a major digital push through OTT channels and other digital platforms.
Speaking about the new campaign, Rahul Pansare, CMO & Head of PR, FCA India said, “Brand Jeep has always been about taking on tough challenges and doing things differently. Following the theme, TVC showcases the new Jeep Compass Diesel Automatic navigating effortlessly through a concrete jungle. The deep contrast neo-retro look of the TVC makes it stand out in the clutter. Jeep’s DNA has been creatively highlighted in this TVC created by Leo Burnett and I think we have a memorable film here. We have already got positive reviews and I am sure this TVC helps strengthen the Jeep brand and deliver the expected results.”