Cricketer Yuvraj Singh is endorsing the Fiat Grande Punto, which was released in June in India. The ad has been created by Bates 141 and the media agency is Maxus.
The film opens on a shot of whizzing tail-lights that shine in the night. Yuvraj Singh steps into the Grande Punto and drives through the city. The voice over speaks of not following the beaten track, but following your heart. The film is interspersed with Singh's cricketing shots.
The tagline is, 'A bold new drive', as the Punto is positioned as an aggressive, sporty car.
The Fabbrica Italiana Automobili Torino (FIAT) in India is utilising the electronic media, and print and outdoor activities will also be central to the campaign.
Fiat Punto comes close on the heels of Fiat Linea which was launched earlier this year. Bates 141 and Maxus also handle this account too.