Gorilla makes way for kids to expand on space concept for Chevrolet Aveo U-VA

Gorilla makes way for kids to expand on space concept for Chevrolet Aveo U-VA

Author | Pallavi Goorha | Thursday, Sep 20,2007 9:07 AM

Gorilla makes way for kids to expand on space concept for Chevrolet Aveo U-VA

General Motors India has kicked off its new TVC for Chevrolet Aveo U-VA, featuring its brand ambassadors Saif Ali Khan and Rani Mukherjee. The TVC aims to drive in the point that the Chevrolet Aveo U-VA has the maximum space in its category.

The TVC has been conceptualised by ace ad-maker Prasoon Joshi, Executive Chairman and Regional Creative Director, South And South-East Asia, McCann Erickson. Talvinder Singh, Creative Leader, McCann Erickson Delhi, has scripted the TVC. The commercial will go on air on September 21. The production house behind the TVC is Corcoise Films Pvt. Ltd, while Prashant Issar has directed it.

Anisha Motwani, Director-Marketing, General Motors, said, “The brief for this ad had a single-minded objective, and that comes out clearly in the end product. Among many other features, the Aveo U-VA has the maximum space in its category, which is communicated to the audience explicitly through this ad.”

The TVC opens with Saif Ali Khan, who is driving the Aveo U-VA, adjusting the rear view mirror and enjoying his drive. Next is a shot of a girl standing next to a broken down school van. Khan spots the girl, who happens to be Rani Mukherjee, and immediately applies his car brakes. Khan enquires if her van has had a breakdown, and she nods her head in agreement. He asks her if she wants a lift and she agrees to it.

Then suddenly, Mukherjee yells out, ‘Bachcha log!’ Khan is shocked to hear this, and then the next shot shows children looking out of the school van’s window. Mukherjee opens the Aveo U-VA’s door and all the children get inside the car. Khan is shocked to see all this, while he asks Mukherjee if they could proceed. Mukherjee then opens the front door of the car and gets the van driver to sit there. Mukherjee then turns to the children and says that her house is nearby, and that they should thank the uncle after he drops them home. Then the voiceover is heard, ‘There’s room for everyone in the incredibly spacious Aveo-UVA’.

Joshi said, “We are trying to convey in this TVC that this car is spacious despite the style and comfort that is offering to the consumers. Both Rani and Saif are leveraging the brand further with this comnmercial.”

Motwani said, “The target audience is essentially males in the age group of 25-34, from SEC A and B. The theme is to have fun with space and give the rendition of space an interesting twist. Both Rani and Saif have a certain playfulness, which has been shown in this advertisement. The manner is which we have created the brand is easy, playful and fun.”

Motwani added that the TVC would be visible on a mix of news, mass entertainment and lifestyle channels.

Tags: e4m

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