With this campaign, the effort was to strengthen the car’s hold on the first-time buyer market and to make Alto 800 the ideal first car. The TVC is the story of a young man who gets his driver’s license. Here the license is symbolic of his pass to freedom. The rest of the film captures him enjoying the freedom of driving his first car/or his first official drive. It makes him feel independent and cherish the feeling of owning his first car.
