Tata Motors launched the Indigo XL in January. Indigo XL offers the largest legroom space among any passenger car in India. The advertisement's strategy was to bring alive the experience that the Indigo XL promises. The thought was to bring out the opulence of Indigo XL by playing on the metaphor of an exclusive lounge.
The television commercial opens to a plush, wood panelled room with large bay windows. The setting is distinctly classic, soft strains of music punctuating the silence. A formally dressed man relaxes on a sofa anticipating the entrance of his beloved. Across the room, an old man plays the piano.
A formally dressed woman walks into the lounge. He sits down on the sofa beside him. He thereafter takes a ring out and slips it on to her finger. He kisses her hand and the couple does a waltz. The man then signals to the man at the piano and the lounge starts moving, leaving a cityscape behind. The lounge is actually the interior of the Indigo XL.
The voice-over effectively sums up -- your very own lounge on wheels -- the new long wheelbase Indigo XL.
The ad film is directed by Rajesh Saathi of Keroscene Films, with star cinematographer K Ravi Chandran as the director of photography. The music score is by Ram Sampat, while Sabu Cyril has designed the lavish sets.
Image courtesy: FCB Ulka
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