After a healthy dose of Fiesta through the cricket series, press ads, retail and outdoors, it’s time for the television commercials for the new car from Ford to break. The first of the TVCs for Fiesta – featuring brand ambassador Abhishek Bachchan – went on air from Wednesday evening. The soundtrack of the TVC is from the special theme song – ‘Go Fida’ – written by Javed Akhtar and sung by Shankar Mahadevan.
While Adfilmwalas has produced the film, auto segment specialist Kunal Kapoor is the director. The TVC will be aired for now as a 60-second spot and a 45-second cut. A full-fledged national release is scheduled from Friday, while it will air on South Indian channels from Thursday.
The commercial opens with the protagonist waking up to the sound of his alarm clock at 12:30 am, getting dressed, and running to the Ford dealership. The outlet is closed. He calls up someone from his mobile phone and says, “You said tomorrow one o’clock. It’s tomorrow and it’s one o’clock.”
Abhishek gets his car and zooms into the night, leaving the staff in night clothes behind. A simple and powerful way to show how ‘fida’ he is over the Fiesta, with the closing frames showing the car disappearing into the moon and zooming back with the sun in the background.
“The idea is based on a simple insight. Once you test-drive the Ford Fiesta, you will be completely obsessed with it and go to any lengths to own one. We wanted to showcase the car in a way a car hasn’t been shot before, at least in India. We needed the camera to romance the car and highlight the good looks of the car, be it the twin headlamps or the contours,” elaborated S N Mohan, VP and Senior Creative Director, JWT Chennai.
One is tempted to bet on the soundtrack being a hit. If the Optra commercial pulled at heartstrings with its music and mood, Fiesta promises to set the pulse racing, in a pleasant manner. The ‘Dil Chahta Hai’ trio of Shankar, Ehsaan and Loy have scored another hit here, and big plans are on to take the musical identity of ‘Go Fida’ forward.
Said Mahadevan, “The minute they told me the line was ‘Go Fida’, I immediately felt it was such a musical, percussive, catchy line that will make a great song. The song just flowed.”
An aggressive set of point-of-purchase activities, on-ground events in over 22 cities, press ads, mobile promotions, and outdoor advertising have preceded the television campaign, and the shoot across multiple locations, including the Hyderabad Film City, went on for six days.
Said Anita Gupta, Senior Vice-President and GM, JWT Chennai, “After ‘Josh Machine’, we needed something equally big, if not bigger. As a property, ‘Go Fida’ gives us the opportunity to build on in many ways. And as for Abhishek, we were very clear that if he wasn’t going to be part of the campaign, we wouldn’t take on any other celebrity. The fit with the car’s positioning was such. The response till date has been overwhelming.”
As Fiesta rides on ‘Go Fida’, Abhishek Bachchan, and the soundtrack, there will be a lot of people waiting to get hold of the ring tone or the album, whichever comes first – if and when they do.