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Ad Review: Nissan Micra and the art of city living

Ad Review: Nissan Micra and the art of city living

Author | Shikha | Wednesday, Aug 25,2010 8:13 AM

Ad Review: Nissan Micra and the art of city living

The recently launched campaign for Nissan Micra, stars the uber cool Ranbir Kapoor. The ad talks about the new features of the car, like the I-key, Push Button Start, Short turning radius, with Ranbir demonstrating the features to his peers.

Client: Hover Automotive India
Brand: Nissan Micra
Agency: TBWA
Medium: Television

The Brief:

Speaking on the brief, Nirmalaya Sen, Managing Director, TBWA\, explained, “The brief was to address the target group of 28-35 year old, urban families and working professionals in the SEC A and B segments. In a crowded segment, the Micra had to make an impact by being different and generate rapid awareness for Brand Nissan.”

Abhijeet Pandit, Vice President, Sales,Marketing & Aftersales, Hover Automotive India, said, “The brief was to position the Micra as an ‘Urban Simplifier’. Ranbir was portrayed as a New Age leader among his peer group, who helps show a better way.”

The Execution:

The ad has been directed by Anurag Basu, while Red Ice is the production house.

Sen added, “Ranbir Kapoor, who is an upcoming star and appeals to our TG with his easy urban charm, was signed up to give the campaign instant recognition in the clutter of ads. The positioning of the Micra was as an ‘Urban Simplifier’, a car that simplifies or eases the hassles of city driving. The campaign was devised for a multi-media platform, with high impact executions.”

Talking about the challenges, Sen said, “The TVC was shot in a very tight schedule of 36 hours in peak summer. The production house did an exceptional job of executing the ad in these conditions.”

The Final Product:

The campaign thought is ‘The Art of City Living’ and presents the Micra as a smart, technologically advanced car that reduces the stress of city driving, and thereby improves life. This is summed up in the Micra promise – ‘Drive Simpler. Live Better’. The campaign focuses on the revolutionary features of the Micra – like the I-key, push button start, short turning radius, fuel efficiencyand spacious interiors. Ranbir is the young, cool advocate of the ‘Art of City Living’ and demonstrates the class-leading features of the Micra to others.

Xpert Comments:

Commenting on the ad, Naren Kaimal, Executive Creative Director, M&C Saatchi, said, “I like the attempt. I think it successfully breaks away from the usual bombastic, ‘revolutionary, new’ tonality that most new cars would feel obligated to use, especially if they had features like the Micra does. I like the easy, friendly mood that seems to fit well with the car’s styling and personality. It is well shot, nice colours, good music and the celebrity choice works too. Criticism? I would have liked to see better crafting of the words to avoid some logic loopholes. Also, I think many viewers will fall through the gap between the philosophy of ‘life’ and the baseline thought of ‘live better’.”

Our Take:

The ad highlights the key features of the Micra in an effective, yet subtle. Instead of tom-tomming on the features, the ad uses Ranbir’s charm to demonstrate the use of the features and how they make the car stand out. Ranbir helps in connecting with the TG better as he appeals to the young urban masses.

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