As part of its centenary year celebrations, General Motors India had launched the new Chevrolet Aveo U-VA in September. The launch is supported by a new ad campaign featuring brand ambassador Saif Ali Khan. Titled ‘Bada Dil Badi Car’, the campaign is a 360-degree initiative involving TV, outdoor, online and print.
Conceptualised by McCann Erickson Delhi, the campaign broke on October 15 on all prominent channels and has been inserted around popular entertainment programmes.
Speaking about the launch, Ankush Arora, Vice President-Marketing, Sales and After Sales, General Motors, said, “The Chevrolet U-VA is a global product sold in Europe, North America and other parts of the Asia Pacific. Today, the new Chevrolet U-VA can also boast of truly class-leading and exciting features that put it a league above its competition.”
Price range for the Chevrolet U-VA starts from Rs 3.98 lakh.
Commenting on the campaign, Suhail Tariq, Brand Leader, McCann Erickson Delhi, said, “The idea of the campaign stems from the emotional connect Chevrolet has struck with its consumers. The creative of the TVC has taken the new U-VA’s proposition to the next level – as a big car for the largehearted with its ‘Bada Dil Badi Car’ tag. Saif and a clever script are the pillars of this TVC.”
The TVC shows Saif giving a lift to most of the team members of a football club, who are stranded on a lonely road when the bus carrying them breaks down. One of the players, who seems to be the captain of the football team, aggressively states how his team would trounce the rival team. Saif drives the team to the football field, where the players ready for the game. It is then that Saif reveals that he is, in fact, a player of the rival team, much to the surprise of the aggressive captain.
The campaign is being aired across channels with approximately 120 spots per day and over 200 spots on weekends.