Force Urbania was looking for a communication approach that could differentiate the vehicle from conventional traveller advertising. The brief was to bring its distinctive design philosophy to the forefront and establish a more memorable creative territory around the product.
Most communication in the category focused on listing vehicle benefits and features. Urbania was designed differently, with its distinctive bull-inspired look giving the product a strong visual personality. The challenge was to turn that product characteristic into a campaign idea — while also presenting Urbania as a vehicle suited to families, journeys and different road conditions across India.
THE BULL. REIMAGINED FOR THE ROAD.
The campaign moved Urbania away from conventional feature-led automotive communication and created a distinctive visual territory around its design.
The system combined:
PRODUCT DESIGN × FAMILY STORYTELLING × ROAD VERSATILITY to give the vehicle a more memorable communication platform.
The creative direction received immediate client alignment, with the concept, visual language and storytelling approach approved from the first presentation. The campaign has been fully developed and is ready for launch.
