Tata commercials-

8/3/2019 Tata commercials-

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TATA SAFARI


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Tata Safari is a Sports Utility Vehicle (SUV) produced by

Tata Motors of India. It is the first SUV to be designed,

developed and manufactured "entirely" in India.

British television program "Fifth Gear" referred to the Safarias having "about as much finesse as a three-legged giraffe.

The SUV was first released in 1998 with a 1.9-litre Turbo

Diesel engine. Rivals - Toyota RAV 4, Land Rover Freelander and Honda

CRV.


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Description:

The Tata Safari Lx Commercial, popularly known asthe slap video, is the advertisement released by TataSafari in the year 2002. This video possesses an element of

humor in it. The ad describes the reaction of a person whohas seen a low cost car i.e. the Tata Safari Lx. He feelsthat he is dreaming and refuses to accept the fact that theprice of the car is so low. In order to confirm whether

what he was seeing was reality or not, he whistles at alady to get a reaction from her. The lady, who is notpleased by this behavior slaps him. This made the manrealize that he was not dreaming and that what he hadseen was real.


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Analysis:

Sensation.

Intensity.

Perceptual set.

Impression.

Learning.

Perceptual Selectivity.

Situation.

Cultural upbringing of the perceiver. Repetition.

Manner of Communication of the target(or the perceived).

Behavioristic Framework


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This advertisement depicts the speed andexcitement felt after sitting in the car of Tata Safari. Two

men sitting on a rollercoaster are so bored despite the fact

that its fast enough to make the others present on the ride

scream because of the excitement. Just after they are donewith the coaster ride, they sit in their Tata Safari EXi and

they are compelled to scream due to the jump and speed of

the car and excitement chills their spines! Even wearing a

seatbelt doesnt make them feel safe.


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PERCEPTUAL SELECTIVITY -

AMBIVALENCE : Having a different meaning due to

a different perception.HABITS : We perceive differently compared to others

according to our habits due to the situations and objects

we face daily.


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The ad depicts about the cut through competition as it isevident from the way employees of various organizationshave been shown.

It depicts about human psychology is:

How everyone has boundaries in their mind.

How everyone is shown in the ad -they are trying to showhow one person is better than the other.

It throws light on attribution theory. The figure ground principle .


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Analysis:

Some things in life you cannot change; it is your destiny.

But the way we choose to live our life depends on us.

We have the power to make our paths in life. There our different lines we need to choose from. There are

many lines, which will confuse us to a great extent but we

as individuals need to choose the right lines and take theright decisions for ourselves.


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We all have to choose different lines and move on

different paths away from our other wants and

desires its just the way we take life.

The only line that matters in life is theLINE THAT

WE MAKE.

Figure ground : how are background effects and

influences our perception.

Perceptual set: We learn from our past experiences.


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The ad depicts how different people have desires and wishes to dothings but arent able to fulfill them due to certain reasons.

The first man:

Perception: He has always wanted to quit work on a Monday

morning. Attribution: He probably didnt do so because he has a family to look

after and the job may be the only source of living for the family.

The second man:

Perception: He, who seems to be at some top position in the company,has always wanted to chase the rain.

Attribution: He may have a number of professional responsibilities

that do not allow him to accommodate that simple pleasure.


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The third man:

Perception: He seemed to be a middle, working class

man who had to take up the job to earn a living whenhis actual dream was to be there in the seas swimming

with the whales.

Attribution: He was probably forced to do this becausehe had a family to feed. Also, when he was about to

take a step ahead, the water came and washed away

his track. This shows that there mustve been thingsstopping him from fulfilling his dreams.

The lady:

Perception: She wanted to take a one year trip around the

world.


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Attribution: She probably couldnt do so because she got

married early and was having a baby.

The last man represents us, human beings, whove always

wanted to achieve certain things and dreamt about many

things. We attribute the causes of our failure to do so to ourperceived hurdles.

Perceptual Selectivity

Thus, this ad is about how we attribute our ways of life to

our perceived life circumstances, while the point is that if we

just perceived it differently our lives are our own. All we

have to attribute it to is OURSELVES.


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Description: The ad starts with a guy perched inside a tent

hanging precariously from a cliff. It is followed by

breathtaking outdoor shots of snow-capped mountains,

beaches and gushing rivers along with the following captions If you looked back on your life, what would you remember

? The corner office? The corporate powerplays? The VIP

lounge? What would you remember? The ad ends with a

shot of a guy standing besides his Tata Safari Dicor at theedge of a looming cliff as the voiceover says Tata Safari

Dicor, Reclaim your life.


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Analysis:

The changing natural environment shows the changes which people

generally want in their lives. It can also be symbolized as a step by stepgrowth.

It could be related to the social cognitive framework as every individual

is a part of the environment and through his behavior feels, perceives

and changes the environment for the people around him and himself.

Like how a human being in different phases of life has different

experiences and the way he connects to the nature.

While buying the car, we perceive it to be a status symbol and a product

which fulfills our needs and motives for a better life.

The beautiful eye catching settings induces interest in the ad and so the

psychological state is such that the brand is well positioned in the mind

of the viewer.


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External Factors affectingPerceptionProcess:

Intensity: The surroundings and the environment have

been portrayed in such a way that a viewer wishes he wasthere and also forces him to think about his life. it is very

eye catching.

Repetition: The advertisement is repeatedly screened ontelevision which creates an impact on the viewer.

Motion: People are attracted to moving objects than

stationary objects. Since this ad has a transition between

the scenes people tend to notice it.

Novelty

Contrast

Status


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Tata Safari has played a major role in upbringing SUVs

in India. All the commercials of Tata Safari have a

compelling idea and is backed by the right elements. It has a

constant theme Reclaim your life, which reinforces thenew dimension they have brought in this product category.

Such commercials are sure to induce potential customers to

step into their nearest Tata showrooms and check out how

they can go about reclaiming their life.


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JigarPJain

Karun Sondhi

Kavya Subramaniam

Kehekeshan Rizwan

Komal Mehta

Kriti Chanchani

Madhuri Bajaj

MeghaP

Megha R Merlecha

Mohamed Suhaib

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