Nissan Micra is the ‘urban driving simplifier’ in new television campaign out of TBWA\India

TBWA\India has just launched a new television campaign for Nissan’s innovative B-segment offering, the Nissan Micra. Positioned as the ‘urban driving simplifier’, the Nissan Micra is packed with features that make driving on city roads less stressful, leaving the car owner far happier at the end of the journey. The new campaign features Ranbir Kapoor, the brand’s ambassador in India, in a series of commercials bringing alive different aspects of the car that make it the ideal city car.

VIEW THE SPOT:   Nissan_Micra_Sml.mov

Talking about the unique approach in the campaign, Rahul Sengupta, National Creative Director, TBWA\India said, “We all reminisce about the good old days. Old songs, old movies – the way our lives used to be simple. Ranbir Kapoor takes the help of Kishore Kumar, RD Burman and Rafi to drive home a solid point. In a category where brands try and outdo each other in being set in the future, here’s a campaign that goes back in time to make a powerful statement about the future, even as it creates the need for a ‘urban driving simplifier’.”

Nirmalya Sen, Managing Director, TBWA\India added – “If the previous campaign was about a car like no other, this one will establish why the Nissan Micra is a brand with a purpose – to help people drive around the crowded city with a smile on their faces and a song on their lips. The brief we worked with was simple – ‘We cannot change the city, but we can make driving in it a pleasure.’

Dinesh Jain, CEO, Hover Automotive Limited added – “The communication is path breaking and has not been attempted before in this segment. It has great stand out appeal and will help achieve the objectives for the campaign.”

The new campaign comes on the back of the launch campaign that ran till a few months back. Commenting on the previous campaign, Dinesh added – “The Nissan Micra launch campaign generated a tremendous response. The campaign gave us high awareness scores and very high purchase consideration in the Target segment. While Nissan may currently be best known for the Micra, it has created a strong brand platform of Innovation to launch new products in future.”

The new Television commercials have been produced by Red Ice and directed by Ayan Mukerji, the maker of Wake Up Sid.

Credits

Executive Creative Director: Rahul Sengupta

Creative Director(s): Rahul Ghosh, Siddharth Deo

Head, Account Management: Anand Narayan

Account team: Priya Chandni, Siddharth Jalan

Planning Director: Rajesh Sharma

Planner: Carl D’Souza

Media Agency: OMD

Photographer: Sanjeev Angne

Digital Designer(s) / Artist(s): Sharath, Bibhash

Film Director: Ayan Mukerji

Director of Photography: Vikas Sivaraman, Ayananka Bose, Anil Mehta

Editor: Harsh

Production Company: Red Ice

Production Company Head Producer: Gary

Associate Producer(s): Natasha