Nissan India has launched “The Boldest Black”, a visually arresting campaign for the Magnite Kuro Edition, developed by Nissan United-a collaboration between TBWA\India and OMD India.
The Magnite Kuro Edition, launched earlier this month, reimagines Nissan’s compact SUV in an all-black avatar. It retains the original Magnite’s strong value proposition while embracing bold design with blacked-out accents, elevating its road presence.
Instead of portraying black as a mere color or aesthetic, the campaign reframes it as a statement of identity, aligning with Nissan’s core brand philosophy-“Defy Ordinary.” Here, black represents power, confidence, and self-expression.
Shot in Hanle, Ladakh-India’s darkest region-the film contrasts the Kuro’s sleek silhouette with the backdrop of a star-filled sky. Key design highlights like Signature Black LED headlamps and Lightsaber Turn Indicators further emphasize the SUV’s bold personality.
“The Kuro isn’t just a car-it’s a statement,” said Mohan Wilson, Director – Marketing & Corporate Strategy, Nissan. “We found a setting that matched its boldness, turning Hanle into a canvas for this vision.”
Abhishek Chaturvedi, EVP TBWA\ and MD, Nissan United, added, “Disruption comes when you defy norms. The Kuro campaign did just that-minimal yet powerful.”
Anisha Iyer, CEO, OMD India, said, “Kuro stands for individuality. Our media strategy mirrored that-contextual, high-impact, and culturally resonant.”
The campaign is live across digital platforms, YouTube, social media, print, outdoor, regional media, and cinema, ensuring maximum reach for this bold new chapter in the Magnite legacy.
