MAM

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

https://us.indiantelevision.com/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://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/godrej.jpg?itok=J9m7Ux_w
Godrej Appliances puts best foot forward in India’s fight against e-waste

MUMBAI: Godrej Appliances, one of India's leading players in the home appliances segment, introduces a series of e-waste awareness campaigns and collection programs under its banner of India Vs E waste. This International E-waste Day, Godrej Appliances, makes the choice of responsibly disposing of...

MAM Media and Advertising Ad Campaigns
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/inox.jpg?itok=mnZEb_J2
INOX Launches ‘Megaplex’– World’s First Multiplex With Maximum Formats & Experiences

MUMBAI: INOX Leisure Ltd. (INOX), the fastest growing multiplex chain of the country, today launched ‘Megaplex’, world’s first multiplex with maximum number of movie viewing formats and experiences at Inorbit Mall Malad in Mumbai. The 11-screen spectacle built over 60,000 Sq Ft with a total seating...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/modi.jpg?itok=Ykg-z_cD
Howdy Modi Summit in Houston leads to Spike in Number of Online Searches reveals SEMrush study

MUMBAI: After winning the last election in the biggest landslide in Indian electoral history, PM Narendra Modi’s popularity hasn’t yet peaked globally shows a recent SEMrush study. Though everyone in India knows PM Modi, his popularity globally is still on the ascent. The Indian PM was welcomed at...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/onesitego.jpg?itok=UmdL0KB1
Onsitego revamps its visual and corporate Brand Identity

MUMBAI: Onsitego, a leading provider of after-sales services, has revamped company’s brand identity and unveiled it along with the launch of a new website supported by a multi-faceted marketing campaign to drive awareness about the company’s value proposition.

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/im.jpg?itok=-B83QBhw
Social beat strengthens its leadership teamwith 3 new executive VP

MUMBAI: Social Beat is delighted to strengthen its leadership team by bring on board AvinashShenoy, PratikshaSinha and TuhinaBapuli as Executive Vice Presidents (EVP) for Mumbai and Bengaluru. They will be working closely with the existing leadership to drive growth and move closer towards the...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/medimix.jpg?itok=cWZE1jAR
Medimix re-launches Its SkinFit Face Wash Range

MUMBAI: Medimix, India’s iconic Ayurvedic soap brand, which turned 50 this year, has recently re-launched its Ayurvedic face wash range. The family-run company which is deemed to be the one of the world’s largest-selling Ayurvedic soap maker has come up with 8 variants of face wash ‘SkinFit’...

MAM Marketing MAM
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/dan.jpg?itok=ubYr_kBd
DAN appoints Asha Suvarna as CFO India

MUMBAI: Dentsu Aegis Network (DAN), the global media & marketing communications conglomerate, has roped in Asha Suvarna as chief financial officer (CFO), India. Prior to this, the role was held by erstwhile COO and CFO Anand Bhadkamkar who was promoted to lead the country operations as chief...

MAM Media and Advertising People
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/happy.jpg?itok=lOWVBGkO
Happy mcgarrybowen designs brand identity for Airtel Xstream

MUMBAI: Bharti Airtel has partnered with Happy mcgarrybowen to design brand identity for Airtel Xstream, the digital entertainment platform by Airtel. As part of the exercise, Happy mcgarrybowen designed the brand identity and visual language for the brand.

MAM Media and Advertising Digital Agencies
https://us.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/16/anheuser.jpg?itok=D45hOVbt
Anheuser-Busch InBev and The Quint join hands to raise awareness about illicit alcohol consumption in India

MUMBAI: With an aim to create awareness on the perils of illicit liquor, The Quint and the world’s leading brewer Anheuser-Busch InBev (AB InBev) came together to organise an event called #DontPegOnPoison on September 19. The initiative was graced by prominent personalities and speakers, including...

MAM Marketing MAM

Sign up for our Newsletter

subscribe for latest stories