Riding on the concept that music binds people from all walks of life, Nissan Motor India has unveiled a new TVC to promote its newly launched Nissan Evalia, a seven-seater urban utility vehicle that ‘moves like music’.
The campaign has been created by TBWA/India featuring six prominent musicians – Sunidhi Chauhan, Swanand Kirkire, Anushka Manchanda, Andrea Jeremiah, Shantanu Moitra and Vijay Prakash.
Rahul Sengupta, National Creative Director, TBWA\India said, “Nissan wanted to bring about the drivability of the car and we have positioned it as a car that moves like music. We have brought contemporary Indian musicians to discover the lyricism of the drive. We have tried to portray the way the car moves, reverses and turns. The vehicle seeks many with comfort and that is the idea of using so many celebrities. In casting some very gifted musicians for the new campaign, we were able to show the Evalia as an enjoyable space, moving in a new direction from the conventional ‘show us more of the car’ in the campaign.” He added, “In a country that is really moved by music, it seems to be a good metaphor.”
The concept behind the TVC is to connect facets of music to the brand Evalia and promote its features such as maneuverability, mileage, easy reversing. To ensure recall, ragas are sung by musicians and singers (who also are the protagonists of the ad) while they tend to highlight the nuances of the car.
The film starts with singer Anushka Manchanda playing guitar while they wait in the car for Andrea Jeremiah. After she settles, Shantanu Moitra steers the song and the car ahead highlighting the attribute that Evalia ‘Turns like a tune’. The range is depicted when Swanand Kirkire starts humming the high notes, while the easy reversing is portrayed by Sunidhi humming the raga smoothly in reverse. The film ends with the voice over ‘Moves like music’.
On being questioned if there is overuse of celebrities in the ad, Sengupta said, “In India, I don’t think there is a concept called overuse of celebrities. If celebrities are ‘overused’ then advertising would be dead.”
The TV campaign will be supported by an integrated marketing campaign including print, outdoor, online and on-ground activities. The media agency working on the account is OMD.
Commenting on the new campaign, Nitish Tipnis, Director – Sales and Marketing, Hover Automotive India (HAI) said, “Innovation has been an integral part of our communication strategy at Nissan and our products also reflect that seamlessly. For the Nissan Evalia, we chose to convey the key features and innovations in a unique way through music, as music brings together people from all walks of life. TBWA’s ‘Moves like music’ campaign beautifully captures the innovative story of the Evalia.”
Clinton Cerejo has composed the number, Shimit Amin has directed the TVC and Red Ice Films has produced the ad. Speaking about the campaign, Robby Grewal, Director, Red Ice Films said, “Bringing TBWA’s concept of weaving music with a commercial was an interesting experience. As a production house, we had to ensure that the persona of the musicians does not overpower the brand and the communication. We were able to seamlessly ensure this by letting the celebrity singers be themselves and enjoy the entire experience. Shooting this campaign was great fun, and we were able to visually translate the concept for the viewers to identify it with the Nissan brand.”
Industry feels that use of music and celebrities to highlight the features of the car might establish a connect with the target audience but the ad could have been better.
Minakshi Achan, Co-Founder, Salt Brand Solutions said, “I guess they are trying to communicate flexibility and therefore the thought ‘Moves like music’. Frankly, the connect seemed a bit tenuous. Also, does the idea really fit the car which seems rather box-like in a world of beauties? Well, using celebrities definitely helps create awareness though not everyone showed in the film is known by their face, despite all the music videos out there.”
She added, “I quite liked the music; and with so many musicians surely they couldn't have gone wrong but I am not so sure about its ability to connect more so as I don't know who they really talking to.”
Mahesh Parab, ECD, DDB Mudra Delhi said, “Through music they have tried to depict various features of the car such as maneuverability, superior performance, ease of parking, spaciousness, etc. There are few nice touches such as Sunidhi humming the raga in reverse while reversing the car. By using a bunch of diverse artists such as Sunidhi Chauhan, Anushka Manchanda, Andrea Jeremiah, Swanand Kirkire, Shantanu Moitra, and Vijay Prakash, I think they’ve successfully drawn a parallel and conveyed the message that there are many cars in just one car.” However, he added, “It’s a nice ad, but the wow factor is still missing.”