The popular SUV brand Jeep has tapped into an upcoming trend in Indian music – hip hop – to create its latest and most-upbeat campaign Under the Hood to talk about the features of Jeep Compass. The digital campaign, that has been conceptualised and executed by Digitas India, comprises a series of seven short videos that promote unique aspects of Jeep Compass and how it stands apart from the clutter. Set against animations, the video rap series simplifies complex engineering concepts to entertain and educate viewers on every feature that a great SUV must have. Urging viewers to look beyond nomenclatures and labels, the series aims to create a new generation of informed customers through head-bobbing rhythm and rhymes.