Chevrolet Aveo is ready with its new campaign that will hit TV screens on September 22. The campaign plays upon the salt and pepper relationship between Saif Ali Khan and Rani Mukherjee. As the campaign unfolds it’s the witty words that brings a smile on audiences’ face and stays on in the mind. The TVC is probably one of the best examples of using a celebrity in a more effective way without the risk of overshadowing the product that’s being endorsed.
Anisha Motwani, Director Marketing, GM India, said, “The commercial will instantly strike a cord with today’s young and dynamic urbane Indian whose aspiration and self-image are sharply reflected in the attitude and persona of the Chevrolet Aveo.”
She further said, “With a price point starting at Rs 5.8 lakh, the Aveo is high in style and progressive in attitude. Its assertive and dynamic looks along with its refined ride and quality workmanship give the Aveo the iconic status of a polished performer.”
The TVC shows that as the sedan gracefully courts the roads, Saif attempts to court Rani, with the stars cruising past one another in their Aveos. The commercial highlights the qualities of the car as both the stars try to get past each other. While both end up pulling their car near a coffee shop where Saif gets down from his car and asks Rani how she likes her coffee to which Rani’s replies “Alone” and zips past him. The TVC is accompanied with a music that’s engaging and takes the commercial forward.
Commenting on the TVC, Basabdatta Chowdhuri, COO, Madison, said, “The latest TVC is part of the 360-degree approach that we have planned for the client. We have been instrumental in reaching our target group at various touch points where we started with TVC and print and then went on to do various BTL activities. Currently, we were running a print campaign for a month and the current TVC is probably a culmination of the entire media activity that’s going on. It also makes sense to have a television presence with the festival season approaching.”
Prasoon Joshi, Regional Creative Director, South and South East Asia, McCann-Erickson, the man behind this TVC, said, “It is for the consumer to decide whether we have been able to strike a perfect balance between showcasing the product and the celeb factor. In this TVC, we have tried to keep the product as the hero, while I can’t deny that the celebs’ presence adds to the charm of the commercial, we have largely tried to do justice to the machine and the driving experience.”
The music track has been composed by Ranjit Barot, where the agency strived to highlight to temptation and the seduction that this car offers. The TVC has been directed by Kunal Kapoor. He further said, “I would especially like to mention Anirban Sen, Creative Director at our Delhi office, who was responsible to see that this TVC came through,” Joshi added.
The TVC will be released on various news channels as well as lifestyle channels. Chowdhuri felt that the current campaign scored as it was not in your face, but had a subtle message that worked well with the evolved audience.
GM had introduced the Aveo in India in February, which is the first of the three new Chevrolet products being introduced in India in 2006. The sedan redefines the small car segment. It offers youthful refinement inside and out, a crisp and modern exterior design, generous features typical of more expensive cars, and a sophisticated and safe driving experience.
In June 2006, the Consumer Overdrive Poll named the Aveo as the most preferred car in its segment with an overwhelming 81 per cent of readers preferring it to its nearest competitor.