Nissan India has rolled out “The Boldest Black,” a visually arresting campaign conceptualized by Nissan United—the integrated team that brings together the creative expertise of TBWAIndia and the media strength of OMD India. The campaign is designed to embody the spirit of the Magnite Kuro Edition, a sleek, all-black reimagination of Nissan’s popular compact SUV.
Launched earlier this month, the Magnite Kuro Edition takes forward the strong legacy the Magnite established in 2020—delivering value-driven innovation while introducing a striking new aesthetic. With its blacked-out exterior, bold design accents, and refined details, the Kuro Edition pushes the Magnite into a more expressive, style-forward territory.
What makes this campaign stand apart is its fresh narrative. Instead of presenting “black” as merely a design choice or performance tweak, Nissan frames it as something far deeper—a statement of self-expression. “Black isn’t just a colour, it’s an identity,” the campaign suggests, perfectly aligned with Nissan’s ‘Defy Ordinary’ philosophy. In this vision, black becomes a symbol of confidence, individuality, and power—chosen for oneself rather than for external validation.
The campaign film, shot against the surreal backdrop of **Hanle in Ladakh—one of India’s darkest locations—**stages a compelling visual contrast. The Magnite Kuro’s deep-black silhouette is set against the vast starry night sky, amplifying its presence and mystique. Among the most memorable highlights is the SUV’s Signature Black LED headlamps with Lightsaber Turn Indicators, which cut through the darkness and emphasize its commanding 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 reaching diverse audiences through social media, YouTube, regional media, print, outdoor, and cinema.
- Agency credits:
- Creative: Sourabh Mookherjee, Jatin Manchanda
- Business: Shantanu Royjain, Mohammed Azhan, Sakshi Mehta, Archit Rajesh
- Strategy: Srishti Jain, Shachi Bhatnagar
- Media Agency: OMD India, part of the Omnicom Media Group
- OMD India: Manish Pundir,Shantanu Singh, Dipanjana Nath, Abhishek Thakur, Rishabh Aggarwal, Sourabh Kishan, Neesha Yadav
- Films: Sandesh Shirke
- Production House: Spotlights Production
- Director: Vinod Yadav
- Producer: Vishal Gala
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