70 EMG Produces Virtual Launch of MG Hector Plus Using Three-Cam Shoot, CG

Marketing | July 21, 2020 | News

70 EMG MG Motors

70 EMG won the mandate to execute the launch of MG Hector Plus for MG (Morris Garages) Motor India. The event was pre-recorded and simulcast on YouTube, Instagram, Facebook, LinkedIn, and Twitter at 12.30 pm on July 13th, 2020. Nitin Chowdhry and his team at the One Film Company handled the production.

The chroma shoot involved movement, multiple scenarios, and gesture control. The top management was presented against several virtual environments, with a three-camera shoot.

The virtual launch showcased the history of the brand, MG’s CSR efforts during the lockdown, Hector Plus launch and the product presentation.

Special techniques were used for smooth partitioning and transitioning between environments and scenarios, informed to the agency. Photorealistic output of the Hector Plus was created with dexterous modeling, texturing and lighting, to perfect the look of a real car.

The virtual product presentation attempted to highlight special features of the car with detailed CG sequences. The launch of over 25minutes included a special 27-second AV for the unveil sequence and four other brand AVs. 

Udit Malhotra, Head of Marketing, MG Motor India, said, “We are happy to partner with 70 EMG for our first virtual launch, and what they did was outstanding. It has definitely set a new benchmark in the automotive industry for creating a breakthrough in the domain of virtual events. They have been our trusted partner since the initial launch of the brand in India, and their understanding of the brand has helped us achieve great milestones in our experiential marketing activities. In the backdrop of the new normal or even under normal circumstances, creating differentiated event production is a constant challenge. It suffices to say that they simply exceeded our expectations once again and like always in the past many years, the launch of MG Hector Plus is a new milestone in our journey.”

Sushant Arora, Managing Director, 70 EMG Delhi, added, “Brand MG is special to us. Having been a part of the launch phase and having seen it grow over the last two years, it’s been an incredible journey. This project was unique as the brand introduced its third car in India on the first anniversary of the launch of their first product (Hector), and alongside came the opportunity of doing it virtually. We’ve always pushed boundaries with each project, and with this virtual launch being a first-of-its-kind for the brand, ‘pushing the boundaries’ was the exact brief for this campaign as well. We wanted to create yet another disruptive experience! We are grateful for the opportunity to work alongside and help translate MG’s vision into reality. Despite the challenges along the way, we are happy that we came through as a team and are proud of this collective achievement.”

All crew members followed stringent Covid-19 safety standards while working on the launch, according to the agency.

70 EMG won the mandate to execute the launch of MG Hector Plus for MG (Morris Garages) Motor India. The event was pre-recorded and simulcast on social media at 12.30 pm on July 13th 2020.

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