USING A HIGH IMPACT MULTI-MEDIA CAMPAIGN & THE STAR POWER OF RANBIR KAPOOR, NISSAN RECENTLY LAUNCHED ITS A2 SEGMENT MICRA FOR URBAN INDIA. 4PS B&M GIVES THE INSIDE VIEW OF HOW THE AD WAS MADE AND LAUNCHEDA few months back, when Nissan planned to launch its Indian A2 hatchback – Micra – the challenge for the company was not only to make a dent into the overly cluttered segment but also to set the stage for A long term impact. After numerous pitches, the auto major assigned the campaign to TBWA India.
The target group in question was the 28-35 year old working professionals with families in the SEC A & B segments. After some intense brainstorming, the creative team decided to rope in Bollywood star Ranbir Kapoor as the face of the brand, given his connect with urban audiences. Micra was positioned as an “Urban Simplifier” – a car that eased the hassles of city driving – using a high impact multi-media campaign. The commercial was conceptualized by Rahul Sen Gupta, National Creative Director and Rahul Ghosh, Creative Director, TBWA India. The power idea was to show Ranbir demonstrating the novel features of the car – including the I-key, push button start, short turning radius, fuel efficiency and spacious interiors. While the production house for the commercial is Red Ice, it has been directed by well known filmmaker, Anurag Basu.
Micra’s TVC was shot on a very tight schedule of 36 hours in peak summer. The commercial was partly shot in Mumbai and in some parts of Delhi over a period of six days in two separate schedules. Interestingly, Ranbir’s presence did not create much of a stir on shooting locales in Mumbai, but Delhi was a different story. Nirmalya Sen, MD, TBWA India reveals, “On the last day of the shoot at Delhi, a large crowd had gathered at the location; as a nearby mall, in order to generate high footfall on its premises, announced on FM radio that Ranbir would make an appearance. This led to a large unmanageable crowd and even made us hold up shooting for a while.” Fortunately a thunderstorm compelled the crowd to disperse. Ranbir was highly involved throughout the creative discussions and many of the improvisations in the commercial were contributed by him. Most of the pre and post production work was also carried out in Mumbai. The background score has been composed by Vipin Misra. So far the response is overwhelming, which is quite evident from the increasing bookings for the Micra. The TVC will be continuously aired for the time being to generate awareness and customer walk-ins. Ranbir’s pull factor seems to have worked. Now it’s time for Micra to weave its magic.
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Source : IIPM Editorial, 2011.
An Initiative of IIPM, Malay Chaudhuri and Arindam chaudhuri (Renowned Management Guru and Economist).
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