'Tag on wheels', by TBWA\India, is part of the brand's 'Play hard' campaign. The spot was shot over three days and is intended to bring out the key features of the car effectively, but in a non-intrusive manner, according to the agency.
The carmaker claims the car's CVT gearbox offers better efficiency and a smooth city driving experience.
The commercial, made with input from a stunt-car driver, takes place around various sites of Jaisalmer, including palaces, ruins and winding lanes.
“There was an inherent need for disruptive thinking and work to attract consumer eyeballs," said Shiv Sethuraman, group CEO of TBWA\India. "With the intention of creating a new space for the Nissan Micra, the commercial highlights the outstanding features of the car through an enjoyable narrative.”
The game storyline allowed the agency to focus on the car's features subtly, added Parixit Bhattacharya, chief creative officer at TBWA\India.
The tone of the new ad "raises the bar for customers in the hatchback segment who aspire for the best", said Nitish Tipnis, director sales and marketing at Hover Automotive India (NSC Nissan India).
The campaign includes print, digital and TV elements.
CREDITS\
Chief Creative Officer: Parixit Bhattacharya
Copywriter: Parixit Bhattacharya, Rahul Ghosh
Art Director: Siddharth Deo
Account Management: Shiv Sethuraman, Nirmalya Sen, Aejaz Khan, Nipun Goomer
Director: Jon Gwyther
DOP: Jon Gwyther, Kavin Jagtiani
Production Company: Cutting Edge Films
Producer: Billoo Sandhu
Music: Ashutosh Pathak
Editor: Sachin Tawde
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