LAUNCH OF TOYOTA HILUX IN INDIA
The Brief
The Hilux was Toyota's first 4X4 pickup truck to be launched in India. Priced between 30.4 Lakh to 37.9 Lakh, the Hilux falls in a more luxurious space that most pickup trucks in the market. So, while the communication was to talk about the off-roading lifestyle, it has to include a certain level of class.
The Campaign
'Live a Richer Life' spoke of a lifestyle where one could have it all. It wasn't just about the thrill that came from being on top of the corporate ladder, but also exploring the great outdoors. During the sustenance phase another campaign line 'Life a Fuller Life' was coined as the positioning had to be changed to widen the audience base while still maintaining the essence of the campaign.
The Outcome
Within a fortnight of the launch of the pickup in India, bookings had to be temporarily closed, due to overwhelming responses from consumers. The Toyota supply chain was unable to keep up with the demand generated and resumed bookings nearly a year later.
My Role
Copywriting, social media campaign launch and extension, social media and on-ground ideas.
Teasers
Film
Key Visuals
Outcome: Hilux Bookings Closed
Sustenance on Social Media
The Great 4X4 X-pedition - Toyota's Off-roading Community
Executive Creative Director (Art & Copy): Mark Flory & Siddharth Shervegar
Creative Director (Art): Nikhil Narayanan
Creative Director (Copy): Madhumita Chaudhary
Associate Creative Director (Copy): Madhuneeth Hebbar
Copywriters: Meghna Sreedath, Atul Rajan
Agency: Dentsu Creative
Client: Toyota Kirloskar Motor
