Debrief: Chevrolet’s emotional route connects

16 Feb,2012

By Anil Thakraney

 

Chevrolet is back with another tear jerker for its corporate campaign, ‘Sang Rishte Chalen’. This one features an emotional relationship between a father and son.

 

In the TVC, the ‘puttar’ is all grown up and he’s busy packing to start a new life in another town. The father hovers over him, wondering if the son has forgotten to pack important stuff. The interaction between the two indicates an uncomfortable relationship. The dad fondly stares at an old family picture, in which his son is a little kid, and that brings back memories. Finally the son departs, but carries the same picture with him in his Chevrolet Beat. And yes, there’s a lot of rona dhona in the ad.

 

I think Chevrolet is doing the right thing. While the brand ads can be more functional, it makes sense to create an umbrella corporate campaign that rides on raw emotions. This would help in building a bond with desi car buyers since we Indians are suckers for emotions.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=2vFklija8XQ[/youtube]

Must also add that the commercial is shot nicely, emotions flow easily in the treatment, it isn’t forced. And the strained father/son relationship is only hinted at, and not shouted out, which makes the film work even better. That one shot of the father trying to hug his son and the latter choosing to touch the dad’s feet is a gem.

 

Good work all round.

 

Rating: (On a scale of 1 to 5): 3.5 Warm play of human emotions.

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