Home >> Advertising >> Article

Chevrolet strengthens emotional connect with new TVC

10-February-2012
Font Size   16
Chevrolet strengthens emotional connect with new TVC

Chevrolet has unveiled its second TVC, titled ‘father-son’, as part of its ‘Sang Rishtey Chale’ corporate campaign, which was launched late last year with the ‘rakhi’ film. The objective behind the campaign is to connect with consumers at an emotional level by enmeshing the brand within the Indian socio-cultural fabric. With this campaign, Chevrolet wants to position itself as a responsible mainstream car brand in-sync with what drives Indians.

The genesis of Chevrolet’s new brand idea comes from the biggest bane of progress – urban isolation. As we move forward we have less and less time for our loved ones and our links with them become tenuous. Chevrolet believes that true happiness comes only when we move ahead without leaving anyone behind. The joy of the journey comes from enjoying it in the company of our loved ones. Therefore, Chevrolets don’t carry people, they carry our relationships.

With a product portfolio catering to all segments of the market, Chevrolet aims at creating a strong brand pull to compete with the market leaders. The ‘Sang Rishte Chale’ campaign is a step towards that and will be launched across various mediums to connect better with the audiences in the coming months.

Prasoon Joshi, Executive Chairman & CEO, McCann Worldgroup India & President – South Asia, who conceptualised the campaign, said, “Chevrolet is a brand with heart, it creates products which make a real difference to the life of consumers and through this campaign we are trying to build an emotional bond with the consumer.”

Sumit Sawhney, Vice President - Marketing, Sales & Aftersales, Chevrolet, added here, “We believe that for a brand to succeed in India it has to connect both at a rational and functional as well as at an emotive level across audiences. We forge relationships with our customers which start much before they even take their first Chevrolet, home. And we wish that our customers embark on a ‘Journey Collective’ with their loved ones in their Chevrolet vehicles at every life-stage. This new Chevrolet commercial truly captures the idea of ‘Sang Rishtey Chaley’ and it celebrates the joy of togetherness at an emotive level.”

Campaign Credits:
Writer – Prasoon Joshi
Creative Director – Prasoon Joshi
Supervisor – Nakul Sharma
Art Director – Titha Ghosh
Production House – Rajeev Menon Production

 

Tags Chevrolet Prasoon Joshi McCann Worldgroup India Sumit Sawhney

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

Guest Column: Co-founder & Strategy Director at Reptile FX dissects the endless possibilities of how an explainer video can meet various communication objectives

‘Do What Moves You’ campaign aims to shine a spotlight on the brand’s belief in the power of self-expression

Mathrubhumi Media School will offer PG diploma courses in print & broadcast journalism