IPL ad series- Part X: Will Tata Nexon’s ads drive value for the brand?

We take a look at Tata Nexon’s ad campaign. The brand is the official sponsor for the cricketing extravaganza

e4m by Misbaah Mansuri
Updated: Apr 27, 2018 8:53 AM

To acknowledge some of the most interesting ad creatives rolled out for IPL, the following is the final part of a five-day IPL ad series in which we will take a look at an impactful ad campaign and why we are ‘clean-bowled’ by it. Today, we take a look at Tata Nexon’s ad campaign. The brand is the official sponsor of the tournament.

The creative

Tata Nexon has rolled out a series of 16-second ads integrating the spirit of cricket and using different types of terms used in the game. From bouncer, reverse swing, to power play and others, it shows that a Tata Nexon car can match the athletes on the pitch. It drives home the message that the bouncers of the road are no longer an obstacle with the best-in-class 209 mm ground clearance of the Tata Nexon.




Our take

While reams of IPL ads released this year haven’t necessarily interwoven the IPL in them, the Tata Nexon ad differs, and to its delight, it works for the brand. The TVC showcases the powerful drive capacity of the vehicle by cleverly sparking a connection between the game and the car as they attach cricket terminology to it; something that most game enthusiasts will associate with. That is definitely a lesson in triggering effortless consumer recall. Explaining the assortment of features of the car, the ad execution strongly brings out how tackling the ups and downs of the driving game just got easier.

Hits and misses?

The series of ads are riding on the cricket wave rather creatively by deriving great synergies between the two elements and interestingly showcasing product superiority. This solid messaging strategy could help fortify the audience connection with the brand. Tata Nexon as a brand targets on pulling the young consumers to the brand. And as they unleash cool quotients through their communication, they might just get there.

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