Unfortunately I have got to see this "secret agent" ad for TATA ARIA many times in the last week to let it just pass without a comment. Especially since it follows the Aria so-many-technologies-packed-within-it ad. Maybe the first advertisement did not make sense to the TA ( taxi-audience ).  So now they have a more explicit and this is what we wanted to say in the first place advertisement. Casting suggests the team behind this ad knows exactly who the TA will believe.

The new TATA ARIA advertisement has a fuddy-duddy man suddenly Announcing himself to be a secret agent to his family - this when they are in the middle of nowhere. And then action happens. Twists, turns, screeching brakes, bikes follow Aria, cars follow Aria, drums fall, water also falls - all in "foreign style".

Aria is relatively a new name and TATA cars do not evoke aspiration in me. So does the ad do enough to convince an expense of 11 lakhs or so? Not for me. 

The print and outdoor ads talk about "finesse & muscle" while the television commercial is all muscle. The radio spot says "luxury and thrills". Many things said would mean nothing understood. 

At the end of it all, I'm still questioning as to why should I consider this vehicle over other 10+ lakh cars and utility vehicles.  Is it for the looks of the vehicle? Is it for those features? Or is it the price? None of these questions get an affirmative answer.

The price is expensive, the looks are more like a cross between an Indica and an Innova; the features are bells and whistles that will not take sleep away from competition. At least the advertisement should have! But its just very wannabe.