HIDDEN COMMERCIALS

TitleHIDDEN COMMERCIALS
ClientNISSAN MOTOR CO.
Product / ServiceAUTOMOBILES
CategoryA08. Cars & Automotive Services
EntrantTBWA\INDIA Mumbai, INDIA
Entrant Company TBWA\INDIA Mumbai, INDIA
Advertising Agency TBWA\INDIA Mumbai, INDIA
Production Company TBWA\INDIA Mumbai, INDIA

Brief Explanation

Nissan was offering a series of offers on three of their mid to high-end models. It was a limited period offer campaign that came with a rider. No budget for a conventional media campaign. The task was difficult considering that every other car company during this period was running their own offer commercials. The target audience was 25-34 affluent males in urban India. They consume late night television purely as screensaver programming before they go off to sleep. The strategy was to ride on the back of this male TV viewership habit and create a solution that did not depend on a traditional media plan. The idea was to identify late night programs with heavy male viewership and plant our messages in the middle of the programming. The price points will act as flashes in the middle of the programming. The idea was simple, cost-effective and stood out from the clutter of car commercials that only came during the break. And importantly, it communicated the most compelling reason to consider the offer. The price. We tied up with lifestyle channels that had a high viewership within our audience.

Credits

Name Position
Parixit Bhattacharya Chief Creative Officer
Parixit Bhattacharya/Rahul Ghosh Creative Director
Prashant Bhor/Rahul Ghosh/Karan Dang Copywriter
Rishi Chanana/Parixit Bhattacharya/Prashant Bhor Art Director
Nirmalya Sen Account Supervisor
Abhimanyu Sikarwar Advertiser's Supervisor
Hriday Dowerah Producer
Parixit Bhattacharya/Rahul Ghosh Director