Jeep Compass campaign inspires viewers to embrace adventure over mundaneness

The campaign has been conceptualised by Leo Burnett India

e4m by exchange4media Staff
Updated: Jan 22, 2019 10:54 AM
Jeep Compass

FCA India’s iconic SUV brand Jeep, has unveiled a new integrated campaign, ‘This Is It’, for its flagship model Jeep Compass. 
The campaign, Jeep Compass - This Is It, is conceptualised and created by Leo Burnett India. The campaign befits the storied brand philosophy of Jeep and makes it inspiring for the Indian consumer. 

The new film positions the Jeep Compass as the ultimate SUV by capability, creature comforts, gadgets and importantly, safety. The car ticks all the right boxes with its dual-pane panoramic sunroof, automatic bi-xenon headlamps, the 21.3cm (8.4) Uconnect System, 8-way power seats for the driver and six airbags for front as well as rear passengers. 

Jeep has inspired people the world over with the four pillars of its brand philosophy – Passion, Freedom, Adventure and Authenticity – for over seven decades. Speaking about the new campaign, Rahul Pansare, Head Marketing & PR – FCA India said, “The Jeep Compass doesn’t stand for anything mundane, mediocre or ordinary. It gives you the freedom from everything that shackles you to life’s mundaneness. The film shows a couple in their Compass, leaving behind everything that keeps them tied to the drudgery – jobs, cubicles, bosses, meetings, weekend trips to the supermarket and even the Saturday night trip to a mall or movie theatre, to name a few.”

Added Rajdeepak Das, MD – India & Chief Creative Officer – South Asia, Leo Burnett, “The Jeep Compass is one of the most successful brands in the country. What is especially interesting is how it owns 'outdoors' as a space, in a way no other brand does. Our team has done an excellent job of communicating everything the Jeep stands for, into a great film. 'Go anywhere. Do anything' is a great start for the campaign.”

Agency Credits:
National Creative Directors: Sachin Kamble, Prajato Guha Thakurta
Creative Team: Farhan Shaikh (Copy), Archit Gadiyar (Copy), Devang Patel (Art)

CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
COO - West: Rakesh Hinduja
EVP & Head of Planning, Mumbai: Ajeeta Bharadwaj
EVP & Business Head: Sanju Menon
AVP: Aman Sheikh
Brand Services Director: Hitesh Ramrakhyani, Hansom Brewer
Brand Services Associate: Kshitij Kalra
Production House: Prodigious India
Director: Alberto Accettulli
Executive Producer: Chahna Rupani
Producer: Shraddha Singhvi
Music: Emilio
Mediums: Digital, TV

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