Mumbai: There’s a new car commercial running on TV and it looks as refreshing in the category as it can get. The commercial in question has been developed by Soho Square, Mumbai, while the car is the all new Tiago from Tata Motors.
This new TVC comes on the back of a mega multi-media launch by Tata Motors, barely 7 months ago, that was also engineered by Soho Square. It features Lionel Messi, a living football legend, and Global Brand Ambassador of Tata Motors. The ad uses a kid’s fantasy of being close to his idol, Messi, when he goes out in his Tiago. The simple premise is backed up with a peppy song that sets the mood of the commercial.
VivekSrivatsa, Marketing Head, Tata Motors: The Tata Tiago is causing quite a stir in the market, and we expect the brand communication to do no less. This is our flagship product and a good car… the numbers speak for themselves. We don’t want to just sell cars… we want to spread joy. We also wanted Messi to be used in a way that resonated with people who are not just football fans. We think the commercial does justice towards that end and shows the car in an endearing sort of way.
AnuraagKhandelwal, ECD and Creative Head, Soho Square, Mumbai: Our objective was simple. We know that kids these days are big influencers in the car buying process. That, and the fact that Messi is an icon for this generation of youth, seemed to make this commercial a perfect fit.
Soho Square, Mumbai, has been in the news lately for all the right reasons. They recently launched Aprilia’s version of a city bike, and won back the Vespa account. They also acquired Cipla’s brand of smoking-cessation gum, Nicotex.
Agency: Soho Square, Mumbai
ECD and Creative Head: AnuraagKhandelwal
Creative Team: ViharPatkar, Ishrath Nawaz, ManojBhagat& Pratik Kamat
Production house: Déjà vu Films
Executive Producer: ManasviGosalia
Director: Daniel Benmayor