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Jeep's new ad encourages people to embrace adventure over the mundane

FCA India’s iconic SUV brand Jeep, has unveiled a new integrated campaign, ‘This Is It’, for its flagship model, the Jeep Compass. Jeep has inspired people the world over with the four pillars of its brand philosophy – Passion, Freedom, Adventure and Authenticity – for over seven decades.

The campaign, Jeep Compass - This Is It, is conceptualised and created by Leo Burnett India. The campaign befits the storied brand philosophy of Jeep and makes it inspiring for the Indian consumer.

The new film positions the Jeep Compass as the ultimate SUV by capability, creature comforts, gadgets and importantly, safety. The Jeep Compass ticks all the right boxes with its dual-pane panoramic sunroof, automatic bi-xenon headlamps, the 21.3cm (8.4) Uconnect System, 8-way power seats for the driver and six airbags for front as well as rear passengers.

Speaking about the new campaign, Rahul Pansare, Head Marketing & PR – FCA India said, “The Jeep Compass doesn’t stand for anything mundane, mediocre or ordinary. It gives you the freedom from everything that shackles you to life’s mundaneness. The film shows a couple in their Compass, leaving behind everything that keeps them tied to the drudgery – jobs, cubicles, bosses, meetings, weekend trips to the supermarket and even the Saturday night trip to a mall or movie theatre, to name a few.”

Added Rajdeepak Das, MD – India & Chief Creative Officer – South Asia, Leo Burnett, “The Jeep Compass is one of the most successful brands in the country. What is especially interesting is how it owns 'outdoors' as a space, in a way no other brand does. Our team has done an excellent job of communicating everything the Jeep stands for, into a great film. 'Go anywhere. Do anything' is a great start for the campaign.”

 

AGENCY CREDITS

National Creative Directors: Sachin Kamble, Prajato Guha Thakurta

Creative Team: Farhan Shaikh (Copy), Archit Gadiyar (Copy), Devang Patel (Art)

 

CEO, Publicis Communications and Leo Burnett, South Asia: Saurabh Varma

MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das

MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha

 

COO - West: Rakesh Hinduja

EVP & Head of Planning, Mumbai: Ajeeta Bharadwaj

EVP & Business Head: Sanju Menon

AVP: Aman Sheikh

Brand Services Director: Hitesh Ramrakhyani, Hansom Brewer

Brand Services Associate: Kshitij Kalra

Production House: Prodigious India

Director: Alberto Accettulli

Executive Producer: Chahna Rupani

Producer: Shraddha Singhvi

Music: Emilio

Mediums: Digital, TV

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