TBWAINDIA creates ‘vote for change’ campaign for Datsun Redi-Go
Datsun has launched ‘Vote For Change’, a campaign created by TBWAIndia to promote the Datsun Redi-GO.
‘Vote For Change’ aims to disrupt the small car segment using the theme and cultural grammar of national elections. It will run in a phased manner, like an election campaign, and calls on voters to reject the status quo of three decades, including lack of choice and dated technology.
An Indian election is the strongest metaphor for the power to change what is not acceptable, and choose something that is new, modern and progressive.The campaign positions Datsun as the most compelling alternative in India, and in election parlance – ‘the most eligible small car candidate in India’. It asks voters (consumers) to declare independence from the limitations of small cars.
Says Govind Pandey, CEO, TBWAIndia, “We believe that the addictive energy of the ‘Vote for Change’ Datsun Redi-GO election campaign will resonate with Indians, who aspire for change at a fast pace.”
Adds Govind Pandey, “Brands in India are politically correct and typically shy away from the theme of elections, whereas news and debates culture feeds off it in a big way. Using TBWA’s Disruption® Live methodology, we decided to harness the evocative power of elections, which cuts through the all barriers; geographical, cultural, linguistic, ethnic and religious barriers and invites people to participate in the process of change. The brand believes that the moment of change has arrived in the Indian small car segment, and it’s time for car buyers to exercise their choice.”
The #VoteforChange campaign will run on TV, Print, OOH, and Social Media, with communication assets rolled out similar to a typical election campaign.
In Phase 1, the issue is provoked. In Phase 2, the new party and candidate are announced, and the election manifesto is launched. The public will be rallied and encouraged to vote, with the election covered on top news portals. Spoof films with actor Vinay Pathak are used to connect with the audience. Finally, in Phase 3, the victory rally is held and promises are delivered.