Fiat’s new Palio Stile commercial has tried to reflect the old merging with the new. The campaign has tried to remix the old world trust of the Fiat brand with the modern day advances of technology. The campaign in print and television, which was created by advertising agency Orchard, has taken the remix route with the evergreen Hindi song ‘Mere sapnon ki rani’ from the film ‘Aradhana’.
The new commercial’s tagline ‘Those fun times, reloaded…’ tries 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’, while the bullet train becomes the icon of technology, leaving ample room to display speed, pickup 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 a result of the launch of a new product. “The new product has new engines, a different exterior and interior, and a different look and feel. The idea was to bring about the nostalgia factor. Most people learnt how to drive on a fiat and were driven in it to 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 ‘Mere sapnon ki rani’ meets his lady love in the form of a new version of Sharmila Tagore, with the song sequence being re-done. The idea is that Fiat as a brand, which was associated with the fun of driving back in the 1970s, 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 fiat and have people feeling attached,” he said.
The film was shot by Manoj Pillai, Thinkpot, and was produced at Singapore. The Art Director was Sagar Prajapati.