Here's why Master Changan is asking us to ignore its all-new Alsvin on the roads

Published 24 Dec, 2021 01:46pm

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The car's young CEO seems to have touched a pain point for most consumers with the latest campaign.

Have you checked out the all-new Alsvin yet? Master Changan has taken current design trends and incorporated a massive feature overhaul on its latest automobile, the Alsvin.

And that's not all.

The car manufacturer took everyone by surprise with its witty campaign that is overtaking other sedans in the category already with its intriguing OOH advertising.

The best one yet is the billboard that blatantly says: 'Please ignore the Changan Alsvin on the road - if you can! We've got to admit that one intrigued us the minute we spotted it.

They say the manufacturer has built quite a prestigious reputation around the world, sweeping one market after another, and in just few years of winning the very competitive Saudi market.

Pegging itself as a promising new entrant in the Pakistani market, the Alsvin belongs to one of the most sought after manufacturers in the world.

Why's the campaign so anti-Alsvin?

Through use of different and exciting campaigns on various media platforms, Master Changan has relayed a powerful message - in a really fun way!

Shot beautifully in Turkey and produced by a local production house, the TVC shows people realising and working towards their dreams, with the Alsvin being their only constant on the road to greatness.

It is also the first time in Pakistan that a commercial for an automobile has incorporated stunts with the car without using CGI, which looks visually intriguing.

The cinematography is sophisticated and executed aesthetically, drawing quite a parallel to European advertising.

Check out the ad here:

On radio, the ad makes use of witty copy that almost seems like the campaign is against the car, more than investing effort in creating a classic, overt sell. How cool is that?

The conversation almost discourages people from following their dreams and adapting to change, calling it all overrated!

Posts on social media, on the other hand, talk about breaking the status quo, taking a very unique yet candid approach to describing how some giants have dominated the industry for long and now's the time for new entrants to be finally seen.

Price points, features and more

The brand is offering a surprisingly budget friendly price bracket for such a chic and multi-featured ride.

The manufacturer assembles vehicles locally, which translates to a high resale value and will create ease for owners when it comes to getting affordable spare parts for their car.

The model comes in three variants, the 1.37 manual, 1.5 DCT comfort, and the top tier 1.5 Lumiere.

The Lumiere edition comes with additional features like electric sunroof, cruise control, heated side mirrors, TPMS.

One of the key visions of Master Changan is to protect and preserve the environment. Hence, all variants of the Alsvin are the only locally assembled vehicles in Pakistan which are offering Euro5 engine technology. Besides low emissions, the ride facilitates 17-18 kilometres per litre fuel average, due to this technology.

The vehicle itself has a sporty and futuristic look on both the interior and exterior, with a sleek dashboard and faux leather seats that add to the design of the vehicle. This is coupled with the integration of advanced technological features, such as a minimalistic 7” human machine interface (HMI), which gives the user complete control over customising the features according to their preferences; from the basics of going through your favorite stations, to altering the headlamp delay, all condensed down to a single hub.

The tagline #DriveYourDreams is what the Alsvin represents, with its novel features, powerful engine, and a solid overall look and feel.


This content is produced in paid partnership by Master Changan and is not associated with or necessarily reflective of the views of Images or Dawn.com.