MAM

Don’t settle, says Jeep as it drops a new beat in their campaign - “Under the Hood” by Digitas India

https://www.indiantelevision.co.in/sites/default/files/styles/smartcrop_800x800/public/images/tv-images/2019/09/20/jeep.jpg?itok=i9KlTRiy

MUMBAI: When it comes to selecting a vehicle, consumers are often left in the dark with features being the only differentiator between a good SUV and a great one. To bridge the gap, the 75+ year-old legend – Jeep, tapped into an upcoming trend in Indian music, hip hop, to create its latest and most-upbeat campaign – Under the Hood, to talk about the features that make the Jeep Compass a legend.

The digital campaign, that has been conceptualized and executed by Digitas India, comprises a series of seven short videos that promote unique aspects of the Jeep Compass and how it stands apart from the clutter. Set against intriguing animations, the video rap series simplifies complex engineering concepts to entertain and educate viewers on every feature that a great SUV must have. Urging viewers to look beyond nomenclatures and labels, the series aims to create a new generation of informed customers through head-bobbing rhythm and rhymes. 

Released across multiple social platforms, the music videos have garnered over 7.6million views and still going strong.

Commenting on the latest communication series, Rahul Pansare, Head of Marketing & PR, Jeep India said: “The SUV category is cluttered and they all look the same. But, that’s not us. Our objective is to bring the best product to those who’re looking for the real deal. The real deal is in the performance & capability which is not visible from the outside. Jeep Compass is different from within. With this campaign, we want to define what an SUV really means. All we want is for customers to look under the hood and take an informed decision when buying an SUV.”

Adding his views, Mark Mcdonald, EVP & Head of Creative, Digitas India said: “With a legendary brand like Jeep, our effort has always been to create content that’s authentic, relevant and inspires consumers to step into the Jeep lifestyle. With Under The Hood, the challenge was two-fold - create an interesting story from something that’s traditionally been a jargon-filled communication in the category; and then tell that story in a unique and interesting way. The Under The Hood campaign managed to do both in a refreshing and engaging way. Using rap and hip-hop, one of the hottest music genres in India right now, helped take the message far beyond just auto enthusiasts to a much wider age group and audience.”  

The team behind the campaign included upcoming rap artists Illa Straight, who has performed in India and the United States and opened for global stars like Akon and Flo Rida,and,Deane Sequeira, one of India’s budding rapper, and songwriters. 

On the unique opportunity that was presented by this digital campaign,Priyanka Prashar Narula, Co-Founder & Creative Producerat Isana Productions Inc. commented: “It was one of the most exciting projects for our team at Isana. Marrying contemporary rap with edgy visuals was a thrilling experience!We had a roll shooting this one, and are greatly proud of our association with Digitas India & Jeep.”

Latest Reads

https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/rerer2.jpg?itok=0OIvZGLs
Is TV Still The Most Effective Ad Medium?

"TV not only remains the most effective medium - almost twice as much as the rest, making advertisers earn more money than any other medium - but it is also the most efficient in terms of retention rate." Television generates a higher ROI than the rest of the media in three of the four categories...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/godrej.jpg?itok=qx7OmHUg
Godrej Locks, VICE Media India unveil documentary on Home Safety

MUMBAI: On the eve of Home Safety Day today, Godrej Locks has collaborated with VICE Media India, to release an original documentary featuring different kinds of home safety experts, explaining what makes a home vulnerable and how one can protect themselves from the dangers of theft. This...

MAM Marketing MAM
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/citreon.jpg?itok=QLU9-ZCD
Citroën India launches #InspiredByChildren campaign on Children’s Day

MUMBAI: Citroën, part of the auto conglomerate, Groupe PSA has launched its latest campaign #InspiredByChildren, on Children’s Day. This digital campaign is the sequel of the #InspiredByIndia campaign, which saw an overwhelming response from participants. The campaign increased the Citroën follower...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/campaign.jpg?itok=A2amvGdg
INORBIT launches #TweetYourLove campaign

MUMBAI: #TweetYourLove by Inorbit mall was one such initiative that received a warm welcome by over 1000+ kids on Children’s Day. Inorbit in association with Save the Children India, an NGO that works towards the betterment of underprivileged kids, exercised this campaign urging people to show...

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/art.jpg?itok=4j0N4kbu
Faber-Castell India announces annual offline campaign 'Art With Purpose 2019'

MUMBAI: After a successful run last year, Faber- Castell India announces their annual offline campaign “Art with Purpose, 2019”. The theme for this year is “The Sport that I Love”, encouraging participants to celebrate and pay tribute to a sport they feel passionately about.  

MAM Media and Advertising Ad Campaigns
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/cup.jpg?itok=SeHcEWKE
CupShup joins hands with Oxfam India to support rights of tea plantation workers

India: CupShup - an independent advertising start-up, has joined hands with Oxfam India, to campaign for fair wages and better living conditions of tea plantation workers of Assam. Oxfam India is a non-profit organization fighting discrimination and working to improve the lives of vulnerable groups...

MAM Marketing MAM
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/Outbrain.jpg?itok=DVZOjugl
Dailythanthi and Outbrain sign native ad partnership deal

Outbrain, the world's leading discovery and native advertising platform on the open web, announced that it has signed a partnership agreement with Dailythanthi, the leading Tamil media portal with 9.47 Million Unique visitors a day and 42 million Page views a month.

MAM Marketing MAM
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/15/levis.jpg?itok=TRvMbk-N
Levi's celebrates equality with #ProudToBeMore Campaign

Levi’s has launches #ProudToBeMore campaign with the inspiring members of the pride community who have continued to defy the odds and accomplished more than what the society deemed worthy for them.  The stories capture the authentic journey of few brave people who believe life is much more than one...

MAM Marketing MAM
https://www.indiantelevision.co.in/sites/default/files/styles/340x340/public/images/tv-images/2019/11/14/pizza.jpg?itok=jbDtrSfj
Pizza Hut launches first campaign with internet celeb Bhuvan Bam

MUMBAI: In a complete brand refresh, India’s leading pizza chain Pizza Hut’s new campaign announced a bold & fun campaign using internet star, Bhuvan Bam, being hypnotized by the delicious range of pizzas.  Conceptualized by Creativeland Asia, the new TVCs have one of India’s most popular...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories