Leo Burnett Experience helps Nissan GT-R create largest map outline of India
This was work that stems from Leo Burnett’s Humankind philosophy, of creating ‘acts, not ads’, says Vandana Verma, Executive Vice President, Leo Burnett Experience.
Published - 25-January-2017
Japanese automotive giant Nissan’s equally iconic sports car, the GT-R, was the most anticipated sports car in India before it finally drove into the country. Now, the sports car wants to give something back to the country and its people—a #LegendarySalute.
This Republic Day, Nissan GT-R’s salute will honour India. Orchestrated by Leo Burnett Experience, the activation arm of Leo Burnett India, Nissan created the largest outline of the map of India, armed only with the GT-R and the sand on Rajasthan’s Sambhar Salt Lake. Eminent rally driver Rahul Kanthraj was behind the wheel; he is well known for his precision in stunt driving and years of successful rallying. Under his expertise, Nissan GT-R recreated a 3 km x 2.8 km map of the country.
To ensure accuracy, the map was created by plotting the co-ordinates on a GPS device and multiple laps were done to match the actual map. The results were captured on video with drones and onboard cameras.
Watch the video here:
Speaking about the campaign, Guillaume Sicard, President - Nissan India Operations, said, “It all started when we decided to do something exciting to celebrate Nissan GT-R’s arrival in India and pay tribute to the nation. We also wanted to highlight the Nissan GT-R’s capabilities. Creating the biggest map of India was extremely challenging but the GT-R did it with utmost precision. We are proud of the resulting record and movie, and bringing more and more exciting cars to the people of India.”
The #LegendarySalute is even set to make a dent in the Limca Book of Records for the world’s largest outline of a country map. This is the largest map of the country to be ever made with tyres, and that too, on sand. Indians were looking forward to the salute eagerly, not quite unlike the anticipation they had for the launch, thanks to the teaser films that were released on social media.
Teaser 1 Link:
Teaser 2 Link:
Elaborating on the campaign, Vandana Verma, Executive Vice President, Leo Burnett Experience, said, “To us, this was work that stems from Leo Burnett’s Humankind philosophy, of creating ‘acts, not ads’. Leo Burnett Experience is about creating impactful work for our brands, and I believe the Nissan GT-R’s #LegendarySalute to Indians made the waves we set out to create.”
TEAM NISSAN INDIA CREDITS
President, Operations: Guillaume Sicard
MD: Arun Malhotra
VP – Marketing: Sanjay Gupta
DGM – Marcom: Jiveshdeep Singh Sandhu
DGM – Product Marketing: Vivek Goswami
Marketing Manager: Arun Sharma
Product Manager – GT-R: Imran Qadri
Agency: Leo Burnett Experience
CEO, Publicis Communications, India: Saurabh Varma
EVP: Vandana Verma
VP & Business Head: Sandesh Shetty
National creative director: Nishith Sharma
Strategic planning: Rohit Nair
Account management: Prutha Karnik
Production House: Ignition Films, Onions Creative Media
Producer: Partha Sarkar (Ignition Films), Aanchal Bhargava & Anshul Jain (Onions Creative Media),
Director: Veneet Raj Bagga (Onions Creative Media)
Touchpoints: Digital, social, on-ground activation