Mumbai: Nissan India has unveiled “The Boldest Black”, an arresting new campaign for the Magnite Kuro Edition, conceptualized by Nissan United — the collaborative unit that merges the creative strength of TBWA\India with the media expertise of OMD India.
The Magnite Kuro Edition, launched earlier this month, offers a sleek, blacked-out reinvention of the popular SUV, building on the Magnite’s 2020 legacy of strong value while introducing distinctive all-black aesthetics and bold design accents.
Breaking from the norm of positioning black editions purely around style or performance, Nissan’s latest creative approach delves deeper, portraying black as more than a colour — a statement of identity. This perspective aligns seamlessly with the brand’s ‘Defy Ordinary’ philosophy, reinforcing its focus on bold, distinctive expressions of design. Here, black becomes a symbol of confidence and power, chosen for self-expression rather than external validation.
Shot in Hanle, Ladakh — one of India’s darkest locations — the campaign film dramatically contrasts the Kuro’s deep-black silhouette with a star-filled night sky. Among the most memorable visuals are its Signature Black LED headlamps with Lightsaber Turn Indicators, heightening the SUV’s commanding presence on the road.
Mohan Wilson, Director Marketing & Corporate Strategy, Nissan, said, “The Magnite Kuro isn’t just a new edition in the market. It’s a statement embodying our brand philosophy to “Defy Ordinary” in terms of bold design expression combined with strong product substance with best-in-class safety with GNCAP 5-star rating. So, we asked ourselves: where does something this bold belong to do justice? The answer was clear, the darkest and one of the most magical places in India. That idea paved the way, from the visuals to the voice of the campaign which brought us as a team together to curate this campaign.”
Abhishek Chaturvedi, EVP TBWA\ & MD Nissan United, added, “Disruption happens when you Defy Ordinary. The launch campaign of Kuro gave us the chance to do exactly that! We found the darkest place in India and turned it into a stage – not just to show the car, but also to let its silhouette convey a statement. Every detail in the campaign reflects that – bold, minimal, yet disruptive.”
Anisha Iyer, CEO, OMD India, commented, “The Kuro is a statement of identity – embodying confidence, individuality, and a bold design philosophy, and we wanted its launch to reflect the same. With a high-decibel environment that is as distinctive as the car itself, we’re pleased to have brought it to life through precision media choices and contextually powerful placements. This is how we create what’s next – by combining creativity, media intelligence, and cultural context to deliver brand moments that resonate.”
The campaign is being rolled out across multiple platforms including social media, YouTube, regional media, print, outdoor, and cinema, ensuring that the Magnite Kuro’s bold identity reaches audiences across the country.
Agency credits:
Creative: Sourabh Mookherjee, Jatin Manchanda
Business: Shantanu Royjain, Mohammed Azhan, Sakshi Mehta, Archit Rajesh
Strategy: Srishti Jain, Shachi Bhatnagar
Media Agency: OMD India, part of the Omnicom Media Group
OMD India: Manish Pundir,Shantanu Singh, Dipanjana Nath, Abhishek Thakur, Rishabh Aggarwal, Sourabh Kishan, Neesha Yadav
Films: Sandesh Shirke
Production House: Spotlights Production
Director: Vinod Yadav
Producer: Vishal Gala
