BY Malay Desai
By: Hakuhudo Percept
Two weeks back, Indian car major Maruti launched a TVC for Nexa, its new chain of retail automotive showrooms across India. Now, the same agency has launched the headliner car of the showrooms, Baleno. Returning as a ‘premium hatchback’, the Balenogets a 40-second TVC with fast-cut shots and without captions or copy. The film takes glances on its various exclusive features and winds up with the call to action that the model is exclusively available at Nexa.
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People of the last decade would recall Baleno, the good old sedan that would pack in your family, an uncle and the pet dog. The model vanished off roads and conversations as India’s auto giant focused on fancier sedans such as SX4 and Swift Dezire, the latter having taken off well.
Now, Baleno is back and besides its name, everything seems to have changed. If hybrid cars (hatchbacks + sedans) prove to be confusing for a certain target market, this enhanced, jazzed up hatchback arrives to pamper the family that can afford a 5-lakh-plus car that’s not a Honda.
The film cannot be viewed in totality simply because Marutihas pegged this big Diwali re-launch with that of a chain of new showrooms, Nexa. Promising to cater to the desires of the folks who don't worry about EMIs, the showrooms call themselves ‘experiences’, which is nothing new but coming from Maruti, the loyalists are already listening.
The Nexa film, launched October 15 by the same agency, might have been the first ever of its kind (an ad of an upcoming showroom, not a car!)and I found it world-class. The black-and-white was classy, the editing was cutting edge and eventually it really gave me (not really an automobile buff) a feel that Nexa is some classy car ki dukaan.
Now, the Baleno TVC might not have the same Shoppers Stop treatment but it’s been simply done. It checks the few boxes that every good auto ad (wait, with a big budget, I mean) has – stunts on electronic dance music, focus on exclusive features and a strong call to action. This one even adds the splashing of water cliché. It’s like the brief was, ‘do a cutting edge neat generic job in three days, we have other bases to cover.’ And it’s done.
The automobile game, however, puts little weightage on the TVC today, for there are other players, such as auto mags, online reviewers and auto show anchors who make or break the image of the product. With features such as Apple CarPlay among others, the ad only serves as an exciting curtain raiser.
There’s barely any social media buzz around it too, so I hope the promoters have the mettle to sell this through.
(To watch these films, open your browser and type in ‘bit.ly/Baleno_Nexa’)
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