It's good to live the Roadster life.
The wind in your hair, not a care in the world, the road less taken all to yourself.
It’s also a far cry from the urban commute that most of us go through on a daily basis. How many times, this week, have you complained or heard someone complain about the traffic situation?
We decided it was time to show the brand world in sharp contrast against the status quo. The best part was that, in a way, the onlookers became part of our brand communication.
First, we identified high-traffic areas across all major Indian cities...Then we showed our traffic-locked audience the alternative. No deep philosophy, no loaded wordplay, just a glimpse of the life they were missing. And it worked.