70 EMG Produces Virtual Show Inspired by ‘The Grand Tour’ for MG Motor’s New Launch, MG Gloster

Marketing | November 18, 2020 | News

70 EMG MG Motors

Integrated event management company 70 EMG recently conceptualised and produced a virtual show for MG (Morris Garages) Motor India, as it introduced the Autonomous (Level-1) Premium SUV, MG Gloster. The launch received more than 3,00,000 views across its Facebook, Instagram and YouTube pages.

When a fitting launch for the Gloster and the ensuing marketing campaign in the current environment became a challenge, 70 EMG picked up from the #TheSelflessCar, broke away from the repetitive format of virtual launches and crafted a new design for the launch.

At the launch, Rajeev Chaba, President and Managing Director at MG Motor India, and the company’s Chief Commercial Officer Gaurav Gupta demonstrated the features, putting the car through its pace, in a casual format and explained the features of the Autonomous Level-1 Premium SUV.

In a format inspired by Jeremy Clarkson’s The Grand Tour,the hosts explained various features of the car across situations and terrains. Chaba discussed the car’s features which are useful on the highway as well as during city-driving conditions. Gupta spoke about the SUV’s capability features such as its Intelligent 4x4 - All Terrain System.

In addition to the usage of drones for aerial footage, the production crew used low loaders for synchronised driving footage of the cars as well as heavy-duty video production crane, a Balarka Arm for high-speed ‘money shots’ and Arri Alexa cameras to shoot.

The entire campaign, from concept to completion, was produced in the span of 18 days. Four locations across the NCR region were finalised where the promotional campaign was shot. The locations varied in their look and persona to display the car’s various features. Greater Noida’s Buddh International Circuit, Gurgaon’s GaratPur Bas, Faridabad’s Mangar Village and parts of Guragaon-Faridabad Road featured in the shoot that lasted four days.

Post-production task comprised stitching footage from the shoots and adding CGI and animation to demonstrate the car’s features.

Integrated event management company 70 EMG picked up from the #TheSelflessCar, broke away from the repetitive format of virtual launches, and crafted a new design for the launch.

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