How Ogilvy createated secret agent ad film for Tata Aria...

The new television spot is based on the premise that men who love gadgets, will love the snazzy gadgetry of the TATA Aria. The agency got the ultimate man with a thing for gadgets to endorse the Aria. The idea was built around putting a secret agent in the driver's seat, along with his unsuspecting wife, and son.

The script was then ordered up with a high-adrenaline chase scene around them, where ambushed by the bad guys, the secret agent uses the hi-tech wizardry of the new TATA Aria to shake them off his tail. Maintaining his cool, and throwing in some witty one-liners along the way, the agent manages to outsmart the bad guys, and impress his son. But not his wife.

Filmed across six grueling days, this TVC is set against the beautiful, and rough-hewn locales of South Africa. With an international crew and cast. And a stunt team that put the TATA Aria through the grind, without any special effects or car doubles to help. Providing over five hours of stunning footage of the Aria in all its glory. From which the team culled out 80 seconds of pure thrill.

As the flagship brand at TATA Motors, the TATA Aria promises luxury that thrills. Taking luxury beyond the stereotypical leather and chrome, to a more active vibrant interpretation. In the TATA Aria, old world comfort, and new-age techno-wizardry come together to redefine luxury. It is as much as the leather-trimmings, as the electronic stability programme, and the automatic rain sensing wipers. A side of the TATA Aria that is sure to find favour amongst secret agents, and like-minded men across India.

Rajesh Nair, Head ' Utility Vehicles, Tata Motors, says " Tata Aria promises luxury that thrills. It's the coming together of the old world comfort and new-age wizardry to redefine luxury. The TVC was scripted around a high- adrenaline chase theme which showcased the Aria in its full glory and highlighted its hi-tech features. We are confident that men who love gadgets will surely favour the snazzy gadgetry of the Tata Aria."

Abhijit Avasthi, NCD, Ogilvy India says, "The TATA Aria is an exciting car, especially when you start discovering its various features. The television spot had to capture this excitement. It had to be a journey of discovery. An adventure. This was the task set before the creative team. And from this was born "The Chase' ' a spoof on Hollywood's Bond-type thrillers. We hope people have as much fun watching this TVC, as we had creating it."

Anup Chitnis, ECD, Ogilvy Mumbai says, "The Aria has everything a secret agent would want in a car. Except for a missile launcher. Hence we decided to position it as a secret agent's vehicle of choice. However, the Aria is so packed with thrilling features, we needed a glorious 1 minute 20 seconds to do complete justice." "It turned out to be a veritable feature film", he quipped.

Anuraag Khandelwal, Senior Creative Director at Ogilvy adds, "We've grown up watching James Bond in his swanky cool cars, annihilating the bad guys. Satish and I thought, what if Bond finally settled down, and had a family of his own, wouldn't he drive the TATA Aria? Everything else simply fell in place after that."

Credits:

Anup Chitnis, Executive Creative Director

Satish deSa, Creative Director

Ajay Menon, Vice President, Account Management

Sameer Viegas, Film Executive