The execution of the Toyota Innova campaign was perfect. So was Aamir Khan!

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Take Aamir Khan, add a set of powerful wheels, combine it with a global brand name, and what you get is Toyota Innova’s ace positioning in the Indian market. And Dentsu’s done an awesome job so far as adhering to Toyota’s punch line ‘Everyday, many roles, one car’ is concerned. Injecting life into Toyota’s India story is the versatile Khan, who has managed much more than to just strike a chord with the audience. Giving a larger than life stature to the freshly launched brand in India from the Japanese automobile giant, the first ad positioned Toyota as a spacious and comfortable car with snatches of humour from Aamir’s ‘reel’ life, while the second ad positioned it similarly, with emphasis on the ‘real’ life of a cuttingedge professional with traditional Indian family values.

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Source : IIPM Editorial, 2006, Arindam Chaudhuri's Initiative

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