Jeep knew before going in exactly what they wanted: to attract affluent consumers in South India—it was one region they had not been able to tap into yet.
Jeep wanted to appeal to people who were looking for adventure and thrills and were ready to break away from the typical SUV.
Because reaching the South Indian audience was a top priority, AUGMENT chose to collaborate with a star with enormous face value in the region: Rana Daggubati. The video shows Daggubati and the Jeep Wrangler, each drawing strength and support from the other. The Wrangler's features were just as heroic as the superstar's.
With the release of a video starring Rana Daggubati, the brand received 150,000 views and 53,000 engagements. The campaign was seen by 7 million social media users and 26 news outlets.