Motoroids picks: Five greatest Indian car and bike TV commercials

Tata Safari Dicor – Lines

Until recently, the Tata Safari had always been on the forefront when it came to advertising itself, be it on print or on the telly. Ever since the brilliant ‘Reclaim your life’ themed campaigns started taking air, the Safari was glorified as an accessory for escapade, which, given its old-school ruggedness is quite true. Out of the famed, Ogilvy & Mather created ‘Reclaim your life’ series, this one, called the ‘Lines’ is the personal favourite. Although it’s the most subtle of the lot, it portrays how lines are an integral part of our lives using metaphorical, well-framed, powerful imagery blended with contemplative voice overs and theatrical music. The Safari does make an appearance in the end, taking air and doing skids in slow motion.

Royal Enfield Continental GT – All aboard the feel train

Created by noted American advertising agency Wieden+Kennedy in collaboration with director Paul Minor, cinematographer Magni Ágústsson and Hello Robot, an Indian visual design and storytelling company, the Royal Enfield Continental GT film captures the essence of motorcycling, freedom and road tripping with sheer brilliance. It follows a trio of rockers as they embark on an 11,000 kilometre road trip. They set out from the birthplace of café racer culture – the Ace Cafe, London and finish at Madras Café, India, close to the Royal Enfield plant in Chennai where the Continental GT is built. Spanning continents and cultures, this café-to-café ride is depicted with stunning visuals; oodles of style, while aural pleasure comes from an original score by L.A. based Future Perfect studios.

Maruti Suzuki – Petrol khatam hu nehi hunda

This is the first commercial in the list that tickles the funny bone, yet sends the desired message without any of the heavy cinematography and big budgets that this list’s top two rely on. At a middle-class Punjabi home, the domestic workings of a morning is disrupting by a bundle of energy under little red turban, and his scale model of a Maruti 800. Chhote goes around the entire house playing/making car-like noises with his toy car, and doesn’t even let go of it at school, or back at home at night, cutely annoying his family, teacher and even the staff at school. Finally, when confronted by his father, he admits to the fact that it’s a Maruti, so the fuel never seems to get over!

Hamara Bajaj – ‘nuff said

This is the actually the sequel to the original, which is equally brilliant. However, this one has more of a youthful vigor. Having faith in one’s religion, showing respect towards fellow countrymen, elders, rangoli and spouses, along with being good hosts – the traits that stereotype the ideal, modern Indian have been beautifully encrypted in this ad. The national flavor is boosted by a catchy score that is actually a stronger remake of the original ad’s soundtrack. Apart from Bajaj and its wares, the India-ness is strong with this one. It also showed us the first glimpse of the Pulsar twins that would soon make a strong case of themselves in the Indian motorcycling scene thereafter.

Tata Indica – Liar

This old ad of the Tata Indica is still a gem. It’s about a quintessential, overconfident liar. Unfortunately for him, every time he lies, by some kind of divine intervention, a mysterious fist full of boxing glove punches his face. However, when he lands in a job as a salesman for the Tata Indica and does the usual marketing blabber glorifying the car’s best attributes, it turned out that he wasn’t actually lying this time around. As he waits for the punch to land, nothing happens, as Tata Motors would have loved you to believe that the Indica was actually best-on-class on space, comfort and fuel efficiency.

Mahindra KUV100 – maybe it’s just Lucky Ali

This is one of the few recent automotive ads that have a really good vibe about it, or maybe it’s just because Lucky Ali croons in the background. As Varun Dhawan gets up in the morning and starts his road trip to Goa with four of his friends in the Mahindra KUV100, Lucky’s ‘Tere mere sath’ cranks up in the background. The beautiful score follows the troop and their canine friend as they reach Goa, where Varun Dhawan gets lucky (of course), and deserts his friends by taking off in the KUV with his newfound lady friend. After a drive on the beach and through some mud, he joins his friends, much to their annoyance. But they forgive him anyway, and off they go for another drive together, while she makes herself comfy beside Varun in the middle section of the KUV100’s front seat.