RUSSIA'S DEADLIEST TANK

TitleRUSSIA'S DEADLIEST TANK
BrandMARUTI SUZUKI INDIA
Product / ServiceCARS
CategoryA08. Cars & Automotive Services
EntrantCAPITAL ADVERTISING Gurgaon, INDIA
Entrant Company:CAPITAL ADVERTISING Gurgaon, INDIA
Advertising Agency:CAPITAL ADVERTISING Gurgaon, INDIA
Production Company:FOOTCANDLES Mumbai, INDIA

Credits

Executive Creative DirectorParshu Narayanan
Creative DirectorJoy Mohanty
CopywriterJoy Mohanty
Agency ProducerPapiya Tahiliani
Advertiser's SupervisorSunila Dhar
Account SupervisorKunal Sharma
DirectorAyappa
ProducerAnand Menon
EditorPrakash Kurup/Prime Focus Ltd
Sound Design/ArrangementChester Mistquita
Music Artist/TitleSameer Uddin
AnimationNa
LightingSanu Varughese
Post ProductionPrime Focus Ltd/Octavius Studios
Other CreditsNa

Brief Explanation

Cultural context: "Kitna Deti Hai?" transliterates into "How much does she give?" - it's a very typical and colloquial Indian way of asking how much mileage ( fuel efficiency) a vehicle delivers. Indians, frugal by nature, are notoriously mileage-obsessed. In this commercial a Russian General, head of a delegation of Russian Top Brass is explaining the great features of a deadly new tank to his Indian counterparts ( 75% of India's military hardware is Russian-origin and India has pasted the opposition with them in previous wars so Russian arms do have a deadly reputation in India). The General's comments on the tank's features are translated by a geeky Indian translator. The Indian Generals are impressed. After going through the list of impressive specs, the Russian General smugly says he could go on and on. Then the Indian General leans forward and asks the key question: " Kitna Deti Hai?" ( how much does she give?)- translated immediately into Russian - making the hardened General's jaw drop. In comes the VO & pack shot of a range of cars: "For a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars."