Draftfcb Ulka creates "Manza Club Class" campaign for Tata Motors
Tata Motors unveiled a new version of their next generation sedan, the Manza, on 16th October, 2012 and Draftfcb Ulka conceptualized and executed its multi-media launch campaign.
With the new Manza, Tata Motors has once again reset the bar. This introduction will change expectations for sedan buyers in the country with its plush interiors and state-of-the-art technology features as well as an Infinity Contrast roof and new 8 Split-spoke Alloys, making it the most premium sedan in its class.
Taking forward its luxurious lineage, the new Manza has been positioned as ‘The Club Class Sedan’, to build brand aspiration and elevate the sedan as the ultimate in style and luxury.
The TV campaign created by Draftfcb Ulka, shows a young couple inside a club and draws a parallel between the experiences of an elite club with that of the new Manza. The analogy brings alive the new Manza’s contemporary styling, its tastefully designed interiors and advanced features – truly befitting the title of Club Class.
Commenting on the creative brief given to the agency, Virat Khullar, Head - Sedan Product Group, Tata Motors, said, “The new Manza has been designed to meet the needs of the discerning customer. With the addition of class leading features like the first-in-class Touchscreen Multimedia Navigation with in-built GPS, Fully Automatic Climate Control and premium Italian Leather Upholstery as well as a host of exterior changes, there was a need to communicate how the new Manza enhances your overall experience and sets a new precedent for sedans in its class.”
On the rationale behind the campaign, Kartik Smetacek, Creative Director, Draftfcb Ulka, said, “The new Manza seeks to occupy the polestar position in its category. So while the task was to announce the new news, it was also to clearly, unambiguously move the Manza to its stated new positioning – the club class sedan.”
Ranging from popular television channels, to print, outdoor and online, the 360 degree campaign endeavors to maximize the experience of Club Class at various touch points.
Client: Tata Motors
Agency: Draftfcb Ulka
National Creative Director: KS Chakravarthy (Chax)
Group Creative Director: Kartik Smetacek
Creative Director: Devendra Mankame
Creative Team: Donovan D’Souza, Mayuresh Wagle, Tushar Sawant, Roshan Pawaskar
Client Servicing: Kulvinder Ahluwalia, Kailash Kondath, Sneha Shenoy, Hormuz Ragina
Planning: Sunil Shetty, Mayur Kaku
Films: Alpa Jobalia, Vikas Malhotra, Mazhar Khan
Production house: 7 Films
Director: Lloyd Baptista