Maruti Suzuki India launched its latest campaign, Come Alive, to create a buzz in the A2 segment for its hatchback, Maruti Suzuki Zen Estilo. This is the third campaign since the car was launched in 2006. It is aimed at enhancing the brand positioning, ‘Take a fresh view of life’. Suzuki Zen Estilo is the fastest-growing model in Maruti Suzuki’s portfolio.
The latest campaign aims to get volume share from competition. It will also differentiate the Zen Estilo to prevent canibalisation inside the Maruti Suzuki portfolio. The advertising spend for the Zen Estilo is estimated at Rs 6 crore.
There are three television commercials on air that has been used, based on a continuing storyline one after the other. There was contest to predict the next storyline before releasing all three adverts too.
For the first time, crash-test dummies have been used in an Indian automobile campaign. The brief to Dentsu Creative Impact, was to establish the concept that the Zen Estilo is for style with substance, and it’s the car for the young man and woman who are yet-to-be married (its target customers).
The first TVC opens with a Maruti Suzuki research and development centre where engineers are pulling the shutters down after a day’s work. Crash-test dummies, paints, and the Zen Estilo are seen in the background. A male crash-test dummy comes alive, switches on the light, and immediately walks out of the cage. He strokes the Zen Estilo as he admires its looks, takes the driver’s seat, and swerves it through the centre. In the background, plays the song: Roop tera mastana. He brakes when he sees a female dummy standing in front of the car. He winks at her as he offers her to go for a drive. She nods, gets into the car, and as she appreciates the interior, the male looks proud. The voice-over: Come alive.
No comments:
Post a Comment