'Feel Big' with the new Linea Classic, says Fiat TVC

Fiat's new ad for Linea Classic, its recently launched model, shows a man 'Ram Sundar' seated inside the car giving instructions to his imaginary driver.

As the sedan has been designed to be more accessible to a hatch user, the idea behind the communication has been to make Linea Classic owners 'feel big'.

Ram Sundar starts off telling his driver to start wearing a uniform and then tells him not to fill petrol from a particular fuel pump, as 'the scooter guys fill there'. He reproaches him and asks him to decrease the air conditioning. He's then shown asking for a full tank of fuel - 'saada'. The man then asks his driver to take him to the 'Taj'. Ram Sundar then wakes up from a nap and asks his driver to go a little faster, so that he doesn't miss his international flight. The voice over then introduces the new Linea, which 'Makes everyone feel big'. As the man gets out of the car, it is revealed that he is in a Fiat showroom, checking out the new Linea Classic - he has been imagining these situations while in the car. The film ends with him telling the salesman that he'll buy the car.

"Simply put, the Fiat Linea Classic is an affordable Fiat Linea. The car has been designed to make the sedan far more accessible to hatch users. While the obvious payoff is that it's the biggest, most attractive buy in its segment, the emotional pay off a virtual upgrade in life. The name Fiat echoes from our past, reminding us of another kind of affluence at another time. However, today, the name Fiat is also a symbol of Italian engineering and flamboyance. This combination, if made affordable, would have a heady effect on the Indian middle class. The communication plays up that very aspect," said Manoj Shetty, group creative director, Ogilvy & Mather.

He added, "The comments used by the protagonist are carefully crafted to humorously underline a man's change in lifestyle. By the end of it all, it's revealed that it was all in his head - but not for long. All in all, elegantly, and hopefully, effectively, communicating the emotional benefits of owning a big Fiat car."

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With all elements being focused in the ad and the design, Nagesh Basavanhalli, President and Managing Director-FIAT Chrysler India Operations, said, "Today if an Indian car buyer has to trade up from a hatchback, the immediate choices available are mostly compact sedans - to put it bluntly, they cannot get a sedan, they have to settle for hatchbacks with an added boot. It really doesn't give the car buyer of having really moved up to a bigger, better car. The new Linea Classic aims at filling this void. With the Linea Classic what the car buyer will now get is a full bodied sedan with a spacious boot, enormous leg room, an award winning engine and driving comfort all at a very affordable price".

The film is a part of a campaign which also features digital, outdoor, PR and print.

TVC Credits:

Client: Fiat

Agency: Ogilvy & Mather, Mumbai

Production House: Jamic Films