Cell18 takes the minimalist peg for Mahindra Scorpio’s automatic version

Cell18 takes the minimalist peg for Mahindra Scorpio’s automatic version

Author | Pallavi Goorha | Saturday, Oct 11,2008 8:27 AM

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Cell18 takes the minimalist peg for Mahindra Scorpio’s automatic version

The two films to promote the new Scorpio automatic are a radical shift from the normal Scorpio communication. For starters, there are no elaborate shoots or normal storytelling. The films rely completely on storytelling via the graphic universe created by Cell18.

The first TVC went on air on October 5, while and the second went on air on October 9. Both films are being aired on channels like HBO, CNBC-TV18, CNN-IBN, NDTV 24X7, Nat Geo and Aaj Tak.

The first film uses a play and pause button to convey the psychological trauma of driving a manual car in stop and go traffic. The sound design in this film has been used cleverly to accentuate the feelings. The symbolic visuals and realistic sound design combine to create a believable journey for the viewer.

The second film is more subtle and engaging and conceived in the grooves of a manual gear shift. The supers are used like cars stuck in a bad traffic jam. The motion idiom of the supers is mapped to restless car movement to enhance the feeling of frustration and stress.

Commenting on the two films, Zubin Driver, Head, Cell18 said, “Each film ends with a Zen like release, which communicates the meditative and relaxed nature of driving a Scorpio Automatic.”

Driver added, “We are very pleased with the way the films have turned out. They were challenging and exciting and our graphic team, headed by Manojit Ghose, has done an excellent job. Big brands are looking for unusual and clutter-breaking creative solutions and Scorpio has shown the way in the car category, thanks to the creative thinking brought to the table by the Interface team. Our job was to breathe life into the scripts and make sure they made sense cinematically and as pieces of communication. I think we delivered on our aims.”

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