Title | UNDER THE HOOD - SELEC TERRAIN |
Brand | JEEP INDIA |
Product / Service | JEEP |
Category | A05. Music / Sound Design |
Entrant | DIGITAS Mumbai, INDIA |
Idea Creation | DIGITAS Mumbai, INDIA |
Production | DIGITAS Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Bharatesh Salian | Digitas India | Senior Vice President - West, Account Management |
Ofira Ashtamker | Digitas India | Client Services Director |
Rhia Merchant | Digitas India | Associate – Account Management |
Vinay Jaiswal | Digitas India | Senior Account Manager |
Meeta Sachdeva | Digitas India | Associate - Account Management |
Mark Mcdonald | Digitas India | Executive Vice President and Head of Creative |
Gaurav Kashalkar | Digitas India | Senior Creative Director |
Ankit Mathur | Digitas India | Creative Lead |
Smit Hindocha | Digitas India | Copywriter |
Vidhisha Patil | Digitas India | Copywriter |
Sanjay Rajpurohit | Digitas India | Senior Designer |
Prateek Gurbani | Digitas India | Associate Designer |
Ramana Charan | Digitas India | Senior Strategist |
Madhushre Das | Digitas India | Creative Lead |
A rap loosely translates to a “quick, smart, and a light blow”. Jeep did just that, only the blow wasn’t light. Introducing, Under the Hood. The idea was to create a rap album, created in collaboration with upcoming artists, to debunk the technical jargon or over-the-top terms used by automakers while naming their car’s features. Each rap simplified complex automotive concepts and put a catchy beat to it. True to rap culture, the campaign freed buyers from flashy names and powered them to know SUVs better.
We wanted to end the reign of flashy named-features that were passing off ordinary vehicles as superior SUVs, so we started by making every feature, no matter how complicated, simple to understand for every buyer in India. Rap music was on a rise in India, and we took it as an opportunity to drop our album - Under the Hood. Set against explanatory and intriguing animations, every rap reached explained complex concepts to customers and took the word to the street and every platform - YouTube, Instagram, IGTV, WhatsApp, and Facebook. Decoding every feature from the sunroof to suspension, the album used a minimalistic design language with a pop of colour to set itself distinct from any other car ad, and even any Jeep advertisement created in the past. The process started with learning and understanding the complex automotive concepts from engineers at Jeep, translating them into simple-to-understand terms, and collaborating with upcoming rap artists - Ila Straight and Deanne to make hip-hop history. More than 10 features were covered in over two months, wherein the campaign saw 7.6 million views and over 35,000 test drives being booked via digital. In short, Under the Hood schooled India in SUV language, broke the facade of flashy named-features, and establishing Jeep as the best on the road and the best under the hood.