Nissan India has launched a striking new campaign to promote the Magnite Kuro Edition, a bold, all-black reinvention of the brand’s popular compact SUV. Conceptualized by Nissan United, the dedicated unit combining TBWA\India’s creative expertise with OMD India’s media strategy, the campaign seeks to redefine what a “black edition” can represent in the automotive world.
Breaking away from conventional portrayals of black models as mere style or performance upgrades, the Kuro campaign positions black as a statement of identity — one of confidence, individuality, and power. This vision ties directly into Nissan’s global philosophy of Defy Ordinary, emphasizing vehicles that go beyond the expected to deliver both substance and style.
The campaign film, directed by Vinod Yadav, was shot in Hanle, Ladakh, one of India’s darkest skies, chosen to dramatize the visual impact of the Kuro Edition. Against the star-filled backdrop, the SUV’s deep-black exterior and Signature Black LED headlamps with Lightsaber Turn Indicators create a commanding silhouette, reinforcing the message that the Kuro is more than just a car — it’s a bold statement on wheels.
“The Magnite Kuro isn’t simply another edition; it embodies our philosophy to Defy Ordinary,” said Mohan Wilson, director of marketing and corporate strategy at Nissan. “With best-in-class safety and distinctive design, we wanted to showcase it in an environment worthy of its boldness. Hanle provided the perfect stage.”
Abhishek Chaturvedi, EVP at TBWA\ and managing director of Nissan United, added: “Disruption happens when you Defy Ordinary. By choosing the darkest location in India, we allowed the Kuro’s silhouette to do the talking — bold, minimal, and disruptive.”
Anisha Iyer, CEO of OMD India, emphasized the integrated media strategy that underpinned the launch: “The Kuro embodies confidence and individuality. To reflect that, we designed a high-impact campaign across platforms, combining creativity, cultural relevance, and precision media to resonate with audiences nationwide.”
With placements across social media, YouTube, regional outlets, outdoor, print, and cinema, the Kuro campaign underscores Nissan’s ambition to strengthen its connection with India’s new generation of drivers — those who see cars not only as vehicles but as expressions of identity.
