Background

The best thing that could happen to a brand is to become synonymous with its category. For over 75 years, Jeep had achieved just that at a global level. Its high-performance machines had established the brand as the ultimate off-roader. Indians as a people aren't adventurous. Instead, they're value-conscious. So, when Jeep entered India, it's reputation as an extreme off-roader ended up alienating those who were looking for more than "adventure" from their SUVs. Taking on this challenge, we decided to make Jeep more inclusive, more relatable, and have a strong narrative in the Indian context by showcasing a side of the Jeep way of life that goes beyond the usual "codes of adventure." There was more to Jeep than mountains and wandering. And this is where we decided to break away from our 75-year long image.

Describe the creative idea

When Jeep entered India, it was an American dream. Aspirational but not relatable. The campaign, My Jeep story refined the kind of SUV that people should aspire to own by exhibiting how a Jeep doesn't just fit into their lifestyle but has the potential to elevate it as well.

Describe the strategy

According to the reports from 'Think With Google', 92% of car buyers research online before they buy, and a large part of the research process was spent consuming long-form video content in the form of test drive videos, digital films, maintenance videos, and vlogs. So, we decided to speak to a few of them. We learnt that every owner had brought home the Jeep for a different reason. And more often than not, the reason had nothing with climbing mountains. Because while Jeep was a global icon, its legend lacked an Indian context. Here, its heroic feats were worth a watch, but not one that they'd care to live. Jeep's greatness needed to be retold for an Indian audience. The next step was to use the power of storytelling and find a place in every Indian's life.

Describe the execution

We created a platform called My Jeep Story, where we shared stories of a real-life customer and the special bond they share with their Jeep. Given Jeep's rich heritage, we kicked off the campaign with someone who has an equally revered lineage. The Prince of Khetri, Rajasthan - Abhimanyu Alsisar. Created as a stylised documentary, the story captured his regal past, the lengths he goes to live up to his royal status, but more importantly, the person he escapes to be when he takes the wheel of his Jeep Compass. Written in his words, shot in his palace, recorded in his voice, and a soundtrack composed from the folk music played in Khetri, the first episode exhibited the lifestyle - the escape - and the childlike enthusiasm that lives on, each time Abhimanyu drives his Jeep. A blueblood who belongs in his Jeep.

List the results

The film went viral, it turned heads in the automobile industry for its narrative, production value, and scriptwriting. This story of passion and royalty made a huge impact as it received 8.4 million impressions and about 1,566,566 unique views. The film has reached 2,086,173 people with a 109,000 engagement. It didn't end there. With 1 video, a total 1,665 leads were generated on digital. The perfect start to an extremely-vital campaign for Jeep.