With the launch of its new B-Hi sedan on Indian roads, Toyota faced the challenge of convincing a market that had decade-old, and older, players that this is a sedan to reckon with. So instead of hearing it from the brand itself, Toyota turned to its newest Yaris owners to share their opinion of what experiencing the Yaris is actually like.
As a creative lead and writer for this project, my role was to speak to the customers identified, understand their experience, craft custom scripts that highlight the different aspects of the Yaris.
I also travelled to five of the eight shoot locations for the interview with the owners to ensure that the content they were sharing was in line with the scripts and with their stories.
The videos were shot and directed by PowerDrift, and were released one after another in a series known as #NewJourneys.
