Campaign : Paintball Chase

Brand : Indica Vista 90

Company : Tata Motors

Agency : Draftfcb Ulka

The Campaign

This new television commercial promotes the petrol engine variant of Vista 90, focussing on the the power and pick-up of the Vista 90 and positioning it as the most powerful petrol hatch in its class, capable of going from 0-60 in just 5.9 seconds. The car was first launched in 2008, but the company has now come out with a refurbished version which is capable of pelting out a maximum power of 90 PS @ 6000 RPM thus making it a driving enthusiast?s delight. The ad?s creative director Kartik Smetacek says ?The commercial is designed to achieve two objectives. Firstly, deliver the Vista 90 power story in a striking and memorable way. And secondly, to engage with the next generation of car buyers, who have never really considered a petrol Vista before.?

The ad opens with two Vista 90 cars in a paintball chase sequence. A group of girls and boys in a Vista 90 shoot paintballs at another Vista 90 car with a paintball gun even as the two cars move fast across the streets taking sharp twists and turns. In retaliation, occupants of the second car chase the first Vista 90 down the streets and even on a race track, thus indicating the power and manoeuvrability of the cars. The chase finally ends with all the occupants happily washing the paint off the cars, and the voice-over announcing that the car is the most powerful petrol hatch in its category.

Our Take

All the Indica ads have been laced with fun and humour and the latest ad too continues on the same track. It is certainly thrilling to watch the two cars chasing each other down the streets even as the young people take potshots at each other. But one wonders whether young people, the target audience of this ad, would read the statutory warning flashing at the bottom of the screen with all eyeballs focussed on the fast-paced action unfolding on the screen. Rather, the fun-filled chase may encourage them to imitiate their action. The idea behind depicting a car chase may have been to showcase the Vista 90’s power and manoeuvrability, but that message may be too sublime to be noticed in the midst of this fast paced action. Can’t there be a less riskier way of depicting the power of a car?

RATINGS 2.5