A Campaign To Remember – Tata Safari Dicor

So a couple of nights ago, we decided to en masse to step out of the office and meet Sir B for a drink. We did, except the drink wasn’t what I quite expected.

We met at the Wagh Bakri Tea Lounge in Vile Parle to sit and chat over a couple of cuppas, discussing, as usual, life and work (are they the same?) at P******m, advertising and books. We happened to notice the new Tata Safari Dicor ad on the TV set they had there, and we started talking about their older ads, which I’d loved from the start. Thought I should put them up here.

 

The Dicor campaign was characterized by its amazingly insightful and rather philosophical copy, artistic, abstract shots, brilliant, brilliant music score, simple voiceover, and a pleasant diversion from the usual My-Car-Is-So-Powerful-It-Will-Leave-Your-Car-Far-Behind-On-The-City-Streets approach.

This is the first ad that I remember seeing for Dicor. I’ve always been anti-corporate, so the opening line hooked me. And the music (soundtrack for the movie Requiem For A Dream) was is simply spectacular. The message embodied was something I believed in. And it had nothing to do with the car itself. I also like the last frame, where ‘Reclaim your life’ flashes and then disappears.

Sorry about the time delay, I couldn’t find a better clip.

 

This is the second ad – Lines. This was Maniak’s favourite. Again, brilliant music – subtle, yet in that subtlety, powerful - with simple narration in the background. Abstract shots, again. And again, a brilliant closing frame.

 

This is my favourite ad from the old campaign. The thing I liked most about is was the brilliance of the copy, again, something I associated with completely. And yet again, the music, punching in at the end. I can remember headbanging to those last few seconds sitting at home on the couch. And my dad looking at me like I’ve lost it.

 

As far as the new ad goes, I liked it, but not as much. They don’t have the punch these ones do, and I loved the narration in the earlier ones. 

I leave you with the print campaign. Again, abstract shots, powerful copy. Hope you liked this as much as I did.

 

 

 

 

 

I’m trying to ignore the typo in this one for the idea it embodies.

 

And my favourite...