FCB Ulka highlights multiple features of Bolt through a series of campaigns

10 Feb,2015

By A Correspondent


FCB Ulka has conceptualised a series of ads for Tata Motors’ newest hatchback offering -Bolt. The main objective of the campaign was to highlight the first-in-segment multi-drive feature of Bolt. This unique feature allows one to shift between different driving modes of Sport, City and Eco – at the touch of a button.


The ads show a mix of sequences of people in the Bolt – a gang of friends who are running late for a match, a family which decides to switch to Eco mode as they don’t need to tank up for a long drive, an independent minded lady on her way to the airport to pick her partner, colleagues who have had a long week and want to go on an enjoyable drive, a young father taking his children for ice cream, and a classic wedding situation. All the situations were shot around the country to connect with pan-India audience, and were strung together by a modern and youthful jingle.


The TVCs are being aired across GECs, news, niche and regional channels. They are also supported by print, radio and digital media.


Commenting on the campaign, Delna Avari, Head – Marketing Communications, Passenger Vehicles, Tata Motors said, “The Bolt is an exciting hatch from Tata Motors. This is India’s first hatch to offer a Multi-Drive mode experience. We wanted to play up on this core offering. We wanted the music to be peppy, which goes with the Sportiness of Bolt. The brief to the agency was to create a simple yet impactful ad which captures the spirit of the young Indian consumer. We are delighted that FCB Ulka has delivered a strong communication through this ad campaign. We have seen a positive, good response for the Bolt.”


Haresh Moorjani, Executive Creative Director, FCB Ulka said, “In the hatchback segment, the Bolt is truly a trendsetter. Besides great looks and new age connectivity options, the one feature that sets it apart is the multi-drive. So we single-mindedly created a series of commercials around this feature with a track that brought alive multi-drive in a memorable manner. Capturing a young lifestyle that is in a state of constant change – from a surge of power to the joy of a long drive”.


The task was to bring ‘multi-drive’ alive through real-life situations where a person might need a burst of power or better mileage.


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