Sunday, November 20, 2005
I have always loved the Tata Safari, ever since it was introduced in 1998 as the first homegrown SUV(Swadesi softcorner?!:-), I do secretly hope that the Safari SUV brand would be wolrdbeater, someday, sooner).Though it's long time since, without a major facelift (with constant upgrades though) she still looks fresh and contemporary.With the intimidating, yet elegant road presence, let me confess, she was kinda my first love(in machines!).Yeah, she had her set of flaws(it's no Pajero/Land Cruiser), underpowered engine, poor handling, fit and finish and if it wasn't a runaway success, that's for valid reasons.
( I remember one of my friends saying 'Why do Tata's make all their vehicle so heavy? Because they manufacture steel
themselves?' :-) )
On the positive front, I can write pages, but "I am in love with her"...Isn't that reason valid enough?.
(Caution: I have discovered that logic and love always don't go together!)
All these thoughts after watching the new Tata Safari Dicor commercial 'Reclaim your life'. Tata Safari commercials always had a class/appeal of their own.(Remember the 'Make your own road' ad?). But this brilliant piece of work stands out(One might complain this commercial is made for men).Just like the recent Bajaj Avenger 'Feel Like God', commercial this one too is high on EQ and makes you put your thinking cap on.
The ad has an awesome background score(Though seems to be inspired from Summer Overture!) and incredible captions
I ALWAYS WANTED TO CHASE THE RAIN..
I ALWAYS WANTED TO TAKE A TRIP AROUND THE WORLD..
I ALWAYS WANTED TO QUIT ON MONDAY MORNING..
I ALWAYS WANTED TO SWIM WITH THE WHALES..
I ALWAYS WANTED...I ALWAYS WANTED...
At this point, for a second, the background music fades away and the screen goes complete blackout, with a super reading, 'Reclaim Your Life'.
Bang comes the machine, emerging out of the air, and landing on a muddy terrain, splattering sand and mud all around with brilliant music crescendo.
Boy, every time I watch the ad, at this particular moment, don't I yearn to be in the drivers seat?
And it ends with 'Reclaim your life. Tata Safari Dicor.' How apt...
With the perfect blend of music-content-caption-direction-suspense they've done a damn good job of getting the message across without showing too much of the car (or any hot babes!).
Did anyone say creativity is on decline?