MISSING PERSON by Bates Mumbai for Fiat

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MISSING PERSON

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Industry Cars
Media Radio
Market India
Agency Bates Mumbai
Executive Creative Director Russell Barrett
Producer Manohar Nayak
Account Supervisor Subhash Rao
Production Lingo India
Released August 2010

Credits & Description

Category: Cars & Automotive Services
Advertiser: FIAT INDIA
Product/Service: FIAT LINEA
Agency: BATES 141
Executive Creative Director: Russell Barrett
Scriptwriter: Mayank Yadav
Agency Producer: Prakash Gawkar/Tasneem Rajgara
Account Manager: Parveez Modak
Account Supervisor: Subhash Rao
Production Company: LINGO INDIA, Mumbai, INDIA
Producer: Manohar Nayak
Date of First Appearance: Jan 1 1900 12:00AM
Entrant Company: BATES 141, Mumbai, INDIA

Full script of the ad IN ENGLISH, REGARDLESS OF THE ORIGINAL LANGUAGE OF THE AD
SFX: Police station ambience MVO1: Um... I’d like to report a missing person. MVO2: Name? MVO1: Uma Shashtry. MVO2: Relationship with the person? MVO1: She’s my wife. MVO2: Description? I mean height? MVO1: Er... medium. MVO2: Build? MVO1: Not slim. Err, 'healthy' I’d say. MVO2: Colour of eyes? MVO1: Don’t remember, sir... MVO2: Hair? MVO1: Yes, yes. MVO2: I mean, short or long? And colour? MVO1: Err... it changes, actually. MOV2: Was somebody with her? MVO1: Yes sir, my car. Flamenco Red in colour, 149cm tall, sleek Italian design with parabolic headlamps. With dual-tone interiors – black and beige. And there’s a smoke burn on the rear seat. I got a flat tyre once - front left. And there’s a scratch on the bumper, about 12 cm long, so that car... ANN: The new Fiat Linea. Admiration Guaranteed.

Brief Explanation
Ever since its launch in India, the Fiat Linea has been synonymous with 'admiration guaranteed'. The client was looking to reinforce this brand message on a shoe-string budget, ruling out traditional mass media such as television and print. The challenge was to demonstrate the stunning looks of the Linea through radio. We all know that it is not unusual for a car owner to be smitten by his car. But what if the car is as good looking as the new Fiat Linea? The owner’s love can easily escalate into a crazy obsession. The radio spot brings one such situation to life.