Tata Safari Dicor ‘Reclaim Your Life’ Ad

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Tagline: “Reclaim your life”

Agency: O & M

Duration: 50 seconds

First seen: January  ’09

Ad Message: Reinforcing the  Tata Safari Dicor brand

Target Audience: Higher income group (28+ years)

Frequency: Medium

Description: The ad starts with a guy perched inside a tent hanging precariously from a cliff. What follow are breathtaking outdoor shots of snow-capped mountains, beaches, gushing rivers and such (shot entirely in New Zealand), interspersed with the following captions – “If you looked back on your life, what would you remember ? The corner office? The corporate powerplays? The VIP lounge? What would you remember?” The ad ends with a shot of a guy standing besides his Tata Safari Dicor at the edge of a looming cliff as the voiceover says “Tata Safari Dicor, Reclaim your life”

[Caution: Strictly opinionated comments follow]

A compelling idea, one that the target audience can immediately relate with, crafted so beautifully that you bask in pure sensory delight as it unfolds before your eyes, is hard to come by. But when it does, it gives blogs like mine enough raison d’être. The thought that here is a car that will help you do worthwhile things, things that will be worth remembering when you look back at your life, is simply brilliant and brilliantly simple at the same time. And which is why, I am sure each one of us, trapped in our mundane daily-jobs, would feel tempted to do just that…reclaim our life, the Tata Safari way!

Backed by all the right elements in the delightfully subtle execution – awe-inspiring visuals (though I am sure they were Creative Suite’d for perfection), a mystical background score (admittedly similar to the Gladiator theme song) and some masterful copywriting, this ad knocks my socks alright. To top it all is the consistency with which Tata Safari is following the ‘Reclaim your life’ theme, reinforcing the whole new dimension they brought to the core benefits of this product category.

What this means for Tata Safari Dicor is that there will be enough potential customers willing to step in their nearest Tata showrooms and check out how they can go about reclaiming their life. And that’s the good ole’ power of advertising!

And who am I to deprive you from this fantastic background score, so here’s the MP3 – tata_safari_dicor_background_score.mp3 {right-click and select ‘Save Link As’ to download the MP3}. Lyrics go “Life goes by before you know it, can you feel it pass you by?”

Trivia: Here are the details about the people behind this ad (thanks to afaqs) – Creative team: Louella Rebello, Anup Chitnis, Rakesh Pandit, Direction: Adam Strange of Joyride Films (New Zealand), Director of Photography: James Cowley, Singer: Louella Rebello, Music composer: Rupert Fernandes (also behind the Hutch ‘You & I’ song) 

So what would I remember? This spectacular ad, for sure. Kudos to the agency!

 

	Weight	Rating	W * R
Idea/Innovation/Creativity	15	9	135
Execution
Storyline/Screenplay	10	9	90
Music/Jingle	10	8	80
Cinematography	5	9.5	47.5
Acting	5	8	40
Duration vs Impact	5	8	40
Cost vs Impact	5	8	40
Recall			0
Brand Recall	10	8	80
Ad Memorability	5	8	40
Tagline	7.5	9	67.5
Product Association	5	8.5	42.5
Target Audience Connect	7.5	9	67.5
Entertainment	5	8	40
Claim	2.5	8	20
Emotional Appeal	2.5	8	20
Total	100		850

Weighted Average Rating: 8.50/100 = 8.50 (on a scale of 10)

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