Don’t settle, says Jeep in latest campaign by Digitas India

25 Sep,2019

By A Correspondent

 

Jeep has created a new campaign titled ‘Unde the Hood’.

 

The digital campaign, that has been conceptualized and executed by Digitas India, comprises a series of seven short videos that promote unique aspects of the Jeep Compass and how it stands apart from the clutter.

 

Commenting on the latest communication series, Rahul Pansare, Head of Marketing & PR, Jeep India said: “The SUV category is cluttered and they all look the same. But, that’s not us. Our objective is to bring the best product to those who’re looking for the real deal. The real deal is in the performance & capability which is not visible from the outside. Jeep Compass is different from within. With this campaign, we want to define what an SUV really means. All we want is for customers to look under the hood and take an informed decision when buying an SUV.”

 

Added Mark Mcdonald, EVP & Head of Creative, Digitas India: “With a legendary brand like Jeep, our effort has always been to create content that’s authentic, relevant and inspires consumers to step into the Jeep lifestyle. With Under The Hood, the challenge was two-fold – create an interesting story from something that’s traditionally been a jargon-filled communication in the category; and then tell that story in a unique and interesting way. The Under The Hood campaign managed to do both in a refreshing and engaging way. Using rap and hip-hop, one of the hottest music genres in India right now, helped take the message far beyond just auto enthusiasts to a much wider age group and audience.”

 

 

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