Aston Martin (India)

Due to brief having a one-hour time constraint it was difficult to create a substantial campaign, as a lot of research was needed to combine the two aspects, product and place together.

The most challenging aspect of this brief was finding a link between this luxurious sports car, renown for it's sheer speed, power and style, to a country that consists of one third of it's vast population living under the poverty line. Aston Martin's carry a heavy price tag and new models easily exceed the £100,000 bracket, so just creating a campaign to make the Aston Martin desirable to India wouldn't be enough; it would have to clearly appeal to a wealthy target audience.

While researching the country I was very surprised at the fact India is in the top ten wealthiest countries in the world, although the country holds a large poverty rate due to its great population, the wealthy population are indeed very wealthy. This gave me much more confidence is being able to create a successful campaign.

India is well known for it's beauty in architecture, such as the Taj Mahal, which is known as the masterpiece of India. Therefore my idea was to link the Taj Mahal to the Aston Martin, by both their beauty of shape and superiority. Superiority being what the Taj Mahal has over many of the buildings in the world, the same as what the Aston Martin has over it's car and engineering competitors. The Taj Mahal is a statement of great wealth and linking this with the Aston Martin will appeal India's wealthy population.