Fiat’s new Palio Stile commercial that will go on air from April has tried to depict the old and the new. The campaign has attempted to remix the old-world trust of the Fiat brand with the modern day advances of technology. The campaign, which was created by the advertising agency Orchard that was instrumental in creating the campaign and advertisements in print and television, has played gone the remix way with the evergreen Hindi song, ‘Meri Sapnon Ki Rani’ from the film ‘Aradhana’.
The tagline ‘Those fun times, reloaded…’ endeavours to communicate the memories of long drives that were associated with the Fiat years ago.
The TVC has a scene where a man demonstrates his affection and love to a woman travelling by train. The Fiat Palio Stile replaces the open jeep of ‘Aradhana’, and the bullet train becomes the icon of technology, leaving ample room to display the speed, pick-up, and other characteristics of the car as it keeps pace with the train.
Ricky Walter, Head-Marketing, Fiat India Automobiles, said that the new campaign was launched because the Fiat Palio Stile is a new product. “The new product has new engines, a different exterior and interior, and a different look and feel. The idea that has been brought out in the campaign was the nostalgia factor. Most people learnt how to drive on a Fiat and were driven in it in school,” he said.
Thomas Xavier, National Creative Director, Orchard Advertising, said, “The basic idea of the campaign is about how the guy in the Palio, who is singing ‘Meri Sapnon Ki Rani’ meets his lady love in the form of a new version of Sharmila Tagore. The idea is that Fiat as a brand that was associated with the fun of driving back in the ’70s can be revisited. Today, Palio is also about the fun of driving, but from the perspective of a new technology and new style. There is the feeling of the old-in-a-new-package. In India, we wanted to tap in the equity of the brand and the feelings attached,” he said.
The film was shot by Manoj Pillai of Thinkpot, and was produced at Singapore. The Art Director is Sagar Prajapati.