The Entertainment Co. Launches the Legendary Jeep Brand at the Umaid Bhawan Palace
by Shantanu Jain Marketing | September 19, 2016 | News
The Entertainment Co. Fiat Jeep
“Why move mountains when you can drive over them?” That’s one of many quotes that define the legendary Jeep brand in India.
To announce the India price of Jeep products in a classy, high impact, larger-than-life way, a press launch event had to be organized that would help the brand in attaining the instant attention of the media and the public. The Entertainment Co. was handed over the mandate to conceptualize and execute this event, where the brief was to effectively highlight the stature and positioning of Jeep SUVs as luxurious and highly capable automobiles.
Speaking about how The Entertainment Co. began to prepare for the press launch event, Warren D'sylva, Creative Director, The Entertainment Co said, “When it comes to a brand of such stature, you have to be thinking beyond the ordinary because here’s an iconic brand with an extraordinary story. To re-tell this epic story, we researched the history of the brand; we looked at the beginnings of Jeep in India, when Maharajas and Princes swapped camels and horses for Willys Jeeps to drive across the desert sands of Rajasthan."
He added, “Our concept was to give the Jeep brand its regal pride of place and re-define its legendary status by launching it against the idyllic backdrop of the Umaid Bhawan Palace in Jodhpur. Not just that, but we were happy to have as guest of honour, His Highness Maharaja Gaj Singh II of Jodhpur. An avid collector of vintage cars and an auto enthusiast, it was the perfect fit to have the Maharaja himself host us at his luxurious palace and entertain us with a royal exhibition polo match.”
Most auto launches in India take place in ballrooms with a good amount of money spent on precisely 4 minutes of a revelation sequence. From projection mapping, motion graphics and lighting, the entire brand story is compressed and presented in a dramatic over-the-top technological thriller. The Entertainment Co. decided to move away from tech and go completely traditional with this launch, the basic idea being that instead of telling your audience about the vehicle's capabilities as well as its luxury status, why not give them a taste of it…in the lap of luxury and in the company of Kings and Princes.
As a revelation, the agency replaced splitting LED screens with a grand parade on the Jodhpur Polo Grounds. Jeep flag bearers led a parade of horsemen followed by a cavalcade of vintage Willys Jeeps. The parade sequence changed pace as the vintage jeeps disappeared behind a massive Jeep branded backdrop only to be replaced by the 2016 Wrangler and Grand Cherokee. As a grand crescendo, the event closed off with a race against the SRT and a horse (ridden by Maharaj Raghav Raj Singh of Udaipur).
The Entertainment Co. was handed over the mandate to execute this event, with the brief to effectively highlight the stature and positioning of Jeep SUVs as luxurious and highly capable.