Nissan India has launched a campaign titled ‘The Boldest Black’ to highlight the Magnite Kuro Edition, a new variant of its SUV featuring an all-black design. The campaign was developed by Nissan United, a team combining the creative and media expertise of TBWA\India and OMD India. The Kuro Edition was introduced earlier this month and builds on the Magnite’s 2020 launch, offering a blacked-out aesthetic and distinctive design accents.
Watch the film here:
According to the company, the campaign frames black not merely as a style or performance feature but as a statement of identity. Nissan stated that the approach aligns with its ‘Defy Ordinary’ philosophy, positioning the black design as a symbol of confidence and self-expression rather than external approval.
The film, shot in Hanle, Ladakh, one of India’s least-lit locations, highlights the contrast between the Kuro Edition’s black exterior and the night sky. The brand noted that features such as the Signature Black LED headlamps with Lightsaber Turn Indicators enhance the SUV’s road presence.
Talking about the campaign, Mohan Wilson, Director Marketing & Corporate Strategy, Nissan, said “The Magnite Kuro isn’t just a new edition in the market. It’s a statement embodying our brand philosophy to “Defy Ordinary” in terms of bold design expression combined with strong product substance with best-in-class safety with GNCAP 5-star rating. So, we asked ourselves: where does something this bold belong to do justice? The answer was clear, the darkest and one of the most magical places in India. That idea paved the way, from the visuals to the voice of the campaign which brought us as a team together to curate this campaign.”
"Disruption happens when you Defy Ordinary. The launch campaign of Kuro gave us the chance to do exactly that! We found the darkest place in India and turned it into a stage -not just to show the car, but also to let its silhouette convey a statement. Every detail in the campaign reflects that - bold, minimal, yet disruptive," added Abhishek Chaturvedi, EVP TBWA\ & MD Nissan United.
Anisha Iyer, CEO, OMD India, said, “The Kuro is a statement of identity – embodying confidence, individuality, and a bold design philosophy, and we wanted its launch to reflect the same. With a high-decibel environment that is as distinctive as the car itself, we're pleased to have brought it to life through precision media choices and contextually powerful placements. This is how we create what’s next – by combining creativity, media intelligence, and cultural context to deliver brand moments that resonate.”
With a multi-platform strategy, the campaign is intended to reach diverse audiences through social media, YouTube, regional media, print, outdoor, and cinema.
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