FCA India, manufacturer of the ‘Award Winning, Made in India SUV, Jeep Compass’, recently added a new range of diesel variants in its line up with the very versatile and intelligent 9-speed automatic transmission. Positioned as ’Urban off-roader’ the Jeep Compass Diesel Automatic, in the latest TVC Campaign created by Leo Burnett India, sharply showcases its dual capability in urban traffic and also off the road.
Urban roads in India have been a challenging terrain due to infrastructural as well as traffic issues. It is on every single working day that vehicle owners dodge potholes, infrastructural construction sites, bottlenecks, and seek shorter routes. Jeep seeks to provide a seamless driving experience with the new Compass Diesel Automatic, which is agile, quick and powerful in such challenging, everyday driving conditions.
Key features of the Jeep Compass Diesel Automatic:
- Unmatched combination of a 9-speed automatic gearbox with 4×4 capabilities
- Powerful BSVI 2.0-litre turbo diesel engine with 173 bhp
- Cruise Control, powdered driver seats with memory function, full-size panoramic sunroof
- Electronic Start Stop function and enhanced fuel efficiency
- Optimized for stop-and-go traffic conditions and enhanced fuel efficiency
Reinforcing the brand’s mantra ‘Go anywhere. Do anything’, the new campaign, highlights the challenges of urban driving and delves into the capability of the Jeep Compass Diesel Automatic to navigate through, effortlessly. The visually striking commercial portrays the Jeep Compass Diesel Automatic variant conquering everyday life urban driving challenges.
Backed by a catchy retro Bollywood soundtrack and a visual style inspired by Neo-Retro, black & white with a splash of color style, the TVC is a treat for all automobile enthusiasts. The new TVC embraces the four pillars of Jeep’s brand philosophy – Passion, Freedom, Adventure, and Authenticity – while showcasing the capabilities of the Jeep Compass Diesel Automatic in urban driving conditions. The campaign media mix comprises of TVC, OOH, and a major digital push through OTT channels and other digital platforms.
Speaking about the new campaign, Rahul Pansare, CMO & Head of PR, FCA India said, “Brand Jeep has always been about taking on tough challenges and doing things differently. Following the theme, TVC showcases the new Jeep Compass Diesel Automatic navigating effortlessly through a concrete jungle. The deep contrast neo-retro look of the TVC makes it stand out in the clutter. Jeep’s DNA has been creatively highlighted in this TVC created by Leo Burnett and I think we have a memorable film here. We have already got positive reviews and I am sure this TVC helps strengthen the Jeep brand and deliver the expected results.”
Added Rajdeepak Das, MD – India & Chief Creative Officer – South Asia, Leo Burnett, “Jeep is an iconic brand known for taking the road less travelled. Our latest campaign showcases the Diesel Automatic avatar of the Jeep Compass – India’s 1st ‘Urban off-roader’ taking on the urban jungle with ease. The visually striking and sleek film perfectly showcases the Jeep Compass taking on the challenges of the city and conquering them. To emphasize the beauty of this beast, we decided on a retro-cool film with the soundtrack and visual style inspired by the evocative ‘golden era.”
MD – India & CCO, Leo Burnett South Asia: Rajdeepak Das
MD – India & CSO, Leo Burnett South Asia: Dheeraj Sinha
National Creative Directors: Sachin Kamble, Prajato Guha Thakurta
Creative Team: Farhan Shaikh, Devang Patel, Shatrughan Tripathi, Pranav Sawant, Namrata Mohindra
SVP – Maninder Bali
VP – Aman Sheikh
Brand Partner – Rinesh Jayarathne
Brand Associate – Kshitij Kalra
Films – Jignesh Maru
Production House: Offroad Films