Tata Motors finally getting their act together for "really" selling their product to the intended audience. The "world's cheapest" image can only catapult a product to a certain distance and after that you do need to market it well to sustain the interest levels of the customers. The random fires further added to the misery and the product was facing its "moment of truth" in the Indian market when the monthly sales touched 3 digits during the last quarter of 2010.
Everything is right about this commercial - the small town setting, a school kid representing the aspirations of a middle-class family, the curious/jealous looks of neighbours, the act of using onlookers to quickly explain the "spaciousness" & "ruggedness" of the small car, the slow "indian" music etc. Also, the most important question of WHY a middle-class family with school kids should buy this product is being shown in a couple of frames when the car passes an autorickshaw overloaded with school kids, before zipping past a two wheeler.
The real emotional high point is the act of the school girl hugging the car & applying kajal from her eyes on it in a traditional "Indian" way to drive away any bad luck wished by the onlookers.You cannot get more location specific than this !
A perfect advertisement !
The real emotional high point is the act of the school girl hugging the car & applying kajal from her eyes on it in a traditional "Indian" way to drive away any bad luck wished by the onlookers.You cannot get more location specific than this !
A perfect advertisement !
Rating : 5/5
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