Advertisement

General Motors on creative overdrive; W+K provides the ‘Beat’

General Motors is very upbeat about India. The car maker launched Beat, a compact car, and unveiled Chevrolet Spark’s electric variant, among others, at the recently concluded Delhi Auto Expo 2010. While Wieden + Kennedy has been roped in for Beat, Leo Burnett is handling the creative duties for Chevrolet Electric Spark, Captiva Extreme and Aveo’s CNG version.

e4m by Pallavi Goorha Kashyup
Published: Jan 18, 2010 6:58 AM  | 2 min read
General Motors on creative overdrive; W+K provides the ‘Beat’

General Motors is very upbeat about India. The car maker launched Beat, a compact car, and unveiled Chevrolet Spark’s electric variant, among others, at the recently concluded Delhi Auto Expo 2010. While Wieden + Kennedy has been roped in for Beat, Leo Burnett is handling the creative duties for Chevrolet Electric Spark, Captiva Extreme and Aveo’s CNG version.

Commenting on Beat, Gaurav Gupta, Director - Marketing, General Motors, said, “We are spending Rs 30 crore on the TV, OOH, print campaigns for Beat. The car has been priced aggressively at Rs 3.34 lakh for the entry level model. Beat will compete with the likes of Hyundai’s i10 and Maruti’s Ritz and Swift.”

He further said, “Leo Burnett is handling the creative duties for Chevrolet Electric Spark, which will be launched soon in the Indian market. General Motors also unveiled its future technology car at the Delhi Auto Expo 2010.”

Commenting on the creative strategy for Beat, Abhineet Singh, Strategic Planner, Wieden + Kennedy, said, “When we first looked at Beat and learnt about it, it became clear to us that this car is not just any hatchback. The Beat has cutting-edge style, is intelligently designed and its stance gives it a tough, no-nonsense demeanor. The creative strategy came out of the product truth. We never defined it in a strategy statement, instead we wrote a manifesto to create something that only the Beat could stand for – tough, sexy and smart. And that has been carried throughout this campaign.”

The TVC is a composition of the exact moments where something big is about to happen, moments that gets one’s heart racing, interspersed with quick cuts of the car. The whole commercial is cut to sound of a heartbeat that sort of sets the rhythm or the pace of the film.

Elaborating on the TVC, Singh said, “The message is layered, there isn't just one thing that you can say about Beat that makes people go ah-hah. There are various things that you can interpret from the TVC, for instance, the Beat is an exciting and edgy car to own and drive. Or, the Beat is sure to get your heartbeat racing. Or, that it is tough, sexy, and smart,”

Read more news about (ad news, latest advertising news India, internet advertising, ad agencies updates, media advertising India)

For more updates, be socially connected with us on
Instagram, LinkedIn, Twitter, Facebook & Youtube