Draftfcb Ulka's TVC: Indigo eCS and Indica eV2 say "If it is not 25 it is not enough"

The new television commercial set to break this week for Indigo eCS and Indica eV2 takes a new look at the claim "25KMPL'. The film, the first in a series, opens on a typical "Saas - Bahu' serial with the pompous "devar' being slapped by the "bhabhi'. The perfectionist director is not happy and wants more "Energy' in the shot. And as the slaps continue, the director keeps giving new reasons for the retakes, "Feeling', "Touch Nahi Hua Na'.. till the exasperated young "devar' asks "How many more Sir?'. To which the director responds "3 more' and it sinks in to the "devar' that he has to do 25 takes. Because, as the film explains, if it is not 25, it is not enough.

Now both Indigo eCS and Indica eV2 are powered by the CR4 engine, which sets the benchmark in mileage giving an amazing 25 kilometres to a litre of diesel. Making them India's most fuel efficient cars. The mileage claim has been authenticated by ARAI, the recognized neutral body that conducts fuel efficiency tests.

A humorous take on "25' was adopted to make sure that this unique claim gets associated with the two car brands. The film entertains while delivering a powerful sales message. The film comes at a time when Indian car buyers are looking for cars that make their rupee go a longer distance.

Kartik Smetacek, the Creative Director of Draftfcb Ulka, the agency handling the account explains "Rather than communicate a generic fuel efficiency benefit, we set out to own the benchmark mileage 25 kmpl. This film and the ones to follow are unequivocal in their message - 25 nahi toh kuch nahi. "

The film has been directed by Rajesh Krishnan of Soda films, and was shot at location in Mumbai and Bangalore.

The "Retake' film breaks this week across national media. The'25KMPL' campaign will have a strong digital component and will be supported in print and outdoor as well. It will be followed soon with many more interpretations of "If it is not 25 it is not enough'. So watch this space.

Credits:

National Creative Director: K S Chakravarthy

Vice President: Kulvinder Ahluwalia

Art Directors: Devendra Mankame, Rajdatta Ranade

Film maker: Rajesh Krishnan

Production House: Soda Films