Chevrolet has unveiled its second TVC, titled ‘father-son’, as part of its ‘Sang Rishtey Chale’ corporate campaign, which was launched late last year with the ‘rakhi’ film. The objective behind the campaign is to connect with consumers at an emotional level by enmeshing the brand within the Indian socio-cultural fabric. With this campaign, Chevrolet wants to position itself as a responsible mainstream car brand in-sync with what drives Indians.
The genesis of Chevrolet’s new brand idea comes from the biggest bane of progress – urban isolation. As we move forward we have less and less time for our loved ones and our links with them become tenuous. Chevrolet believes that true happiness comes only when we move ahead without leaving anyone behind. The joy of the journey comes from enjoying it in the company of our loved ones. Therefore, Chevrolets don’t carry people, they carry our relationships.
With a product portfolio catering to all segments of the market, Chevrolet aims at creating a strong brand pull to compete with the market leaders. The ‘Sang Rishte Chale’ campaign is a step towards that and will be launched across various mediums to connect better with the audiences in the coming months.
Prasoon Joshi, Executive Chairman & CEO, McCann Worldgroup India & President – South Asia, who conceptualised the campaign, said, “Chevrolet is a brand with heart, it creates products which make a real difference to the life of consumers and through this campaign we are trying to build an emotional bond with the consumer.”
Sumit Sawhney, Vice President - Marketing, Sales & Aftersales, Chevrolet, added here, “We believe that for a brand to succeed in India it has to connect both at a rational and functional as well as at an emotive level across audiences. We forge relationships with our customers which start much before they even take their first Chevrolet, home. And we wish that our customers embark on a ‘Journey Collective’ with their loved ones in their Chevrolet vehicles at every life-stage. This new Chevrolet commercial truly captures the idea of ‘Sang Rishtey Chaley’ and it celebrates the joy of togetherness at an emotive level.”
Writer – Prasoon Joshi
Creative Director – Prasoon Joshi
Supervisor – Nakul Sharma
Art Director – Titha Ghosh
Production House – Rajeev Menon Production