Nissan Motor India Pvt. Ltd. has rolled out a new TV campaign “Evalia Moves like Music” to promote the Nissan Evalia, which provides ‘new value’ and a ‘new concept’ to the customers as an urban-class utility vehicle. The TV campaign (TVC) will go on air tonight across all leading news and entertainment channels. The ad film aims to impart an emotional engagement between the customer and the vehicle through a beautiful fusion of classical and contemporary music while highlighting some of the innovative features of Evalia like maneuverability in crowded city roads, superior performance, ease of parking, spaciousness, and an unmatched fuel efficiency of 19.4 kmpl.
The new TVC lives up to Evalia’s brand promise ‘Moves like Music’ and aims to give a whole new dimension to the vehicle, designed specifically for India. The ad campaign reinforces the promise of world class product that Nissan provides to the Indian customer by creating excitement through music which is fusion yet contemporary. The classical tone with mélange of English pop directly connects with young India. The TVC is conceptualized and created by TBWA, India. And the melody is created by six distinguished Indian contemporary music celebrities, Sunidhi Chauhan, Anushka Manchanda, Andrea Jeremiah, Swanand Kirkire, Shantanu Moitra, and Vijay Prakash who have come together for the first time for this ad campaign. Clinton Cerejo, a well known Indian film music composer, composed the brilliant number. Shimit Amin, of Chak De India fame, is the director of the ad.
In 60 seconds, the new Nissan Evalia TVC brings out the proposition of ‘moves like music’ while driving. The TVC setup in a musical way shows the star cast enjoying the drive in the new Evalia while wading through the city traffic with ease and comfort and simultaneously composing and humming a melodious tune.Speaking of the TV campaign, Mr. Nitish Tipnis, Director – Sales & Marketing, Hover Automotive India said, “The idea is to tell the story of human-centric innovation, the new Evalia, an urban-class utility vehicle that offers a wide spectrum of innovative features. We tried to connect with customers by subtly highlighting their day-to-day driving issues and how Evalia offers a solution.
The ad not only represents lifestyle, but shows how our innovations inspire an emotional attachment to the product. Music is the one medium that weaves the country across cultures and demographics.” The TV campaign will be supported by an integrated marketing campaign including a revolutionary new print innovation ad campaign launched recently. Apart from outdoors and increased visibility at trade outlets, Nissan is also executing a number of demand generation initiatives to reap maximum advantage of the new TVC.
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