After nearly two weeks of intriguing viewers with a teaser campaign, the commercial for Chevrolet Aveo, the latest car from the GM stable to be launched in India, breaks on air on March 17 on all mass channels. Created by McCann Erickson, the TVC brings together the Hum Tum pair of Saif Ali Khan and Rani Mukherjee.
The TVC opens with Khan and Mukherjee being taken on a test ride of Aveo after giving a shot. They go on to naturally praise the smoothness of the car and are amazed at the vehicle's performance. All of a sudden the two actors ask each other about their individual performance at the just concluded shoot and realise that their act wasn't as good as the car's and they decide to go back to the director and ask him for a re-take.
"The creative strategy was very clear as we knew that Aveo is the car that will redefine the way you look at performance. The advertisement is actually based on the insight, which is that when you look at a great performance, suddenly there is a feeling that your performance wasn't good enough. Thus, with the commercial we wanted to build a premise to challenge your performance for which the ad film sets up a background," explained Prasoon Joshi, National Creative Director, McCann Erickson.
Joshi added, "This film actually is a hyperbole. Human psyche is to always look great and not just look good, cook extremely delicious food and not just ok food, etc. This commercial is also based on the same human psyche, where just being good is not good enough. Since this is a launch commercial, we did not want to go overboard. This ad has turned out quite well and actually resonates with people. We will definitely take this though forward in the next commercials when we launch. Right now we have established the brand theme."
The commercial will see a 360 degree launch with television, radio, Internet, and outdoor to drive home the message. Citing competitive reasons, Ankush Arora, Vice-President, Sales and Marketing, General Motors India, said, "Tough we cannot divulge the marketing spends on the brand, given the canvas and the scale at which we are communicating about the brand, the spends will be significant."
Aveo is pitted against the likes of Honda City ZX and Ford Fiesta with its pricing of Rs 5.64 lakh upwards. General Motors India expects to sell at least 20,000 units of Aveo in the first year of the launch. "Chevrolet has emerged as a driving force of India's automotive industry. India, in turn, is on the road to becoming an important engine of global growth for the Chevrolet brand. We look forward to continue building on the brand's success nationwide through exciting new products like the Aveo," said Rajeev Chaba, President and Managing Director, General Motors.
The Aveo is the first of three new Chevrolet products debuting in the first six months of 2006. It will be joined by the Aveo U-VA and Optra SRV as part of the largest expansion of GM India's vehicle line-up.