MxMIndia

Tag: Maruti Suzuki Celerio

  • The objective is to enhance brand relevance with the younger audience to be able to drive the next phase of growth for Celerio

    Dentsu creates new campaign for Maruti Suzuki Celerio

    By A Correspondent

     

    Taking cues from the brand positioning ‘Life takes a leap’, Maruti Suzuki Celerio has launched a new campaign ‘Aajkezamaneyki leap’ that celebrates the progressive mindset of the many owners of Celerio and highlights how Celerio is a progressive car.

     

    The objectiveisto enhance brand relevance with the younger audience to be able to drive the next phase of growth for Celerio.

     

    With a strong product connect and India’s first Auto Gear Shift, Maruti Suzuki Celerio has successfully met its brand promise of ‘Life takes a leap’. Moving forward, it becomes imperative to create brand differentiation and strengthen the brand connect. The approach was to revisit the positioning ‘Life takes a leap’ itself in order to explore different ways in which ‘progressive’ could be interpreted. Different aspects of progressiveness were explored to be able to identify progression which best describes a leap in mindset.

     

    The core idea behind the films was to communicate the brand message in a way that the audience could relate to.  Hence, the essence of all the three 30 second films is the same, and uses every day scenarios to establish the progressive mindset of the Celerio owner. In the Lesson film, it is the wife who is tutoring her husband on how to use the Auto Gear Shift. The Cricket film, a special film developed for the sports season showcases how a young girl defeats her twin brother in a game of cricket. The third film in the series has been developed especially for the Southern region and is built around an unusual family where the parents are seen partying till late while a young couple is waiting for them outside. All the films in the series help to establish the thought that Maruti Suzuki Celerio helps you take a modern day leap.

     

    R S Kalsi

    R S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India said, “Celerio has been a game changer for Maruti Suzuki. With its unmatched style, best-in-class cabin space, exciting gizmos, best- in-class mileagecoupled with the revolutionary Auto Gear Shift,Celerio lives up to its brand promise of ‘Life takes a leap’ in the life of the consumer. From the first to launch the AGS (Automatic Gear Shift) andsuper-compact diesel engine technology in passenger cars, it has been creating a delight for the progressive Indian. With this we propose to strengthen brand Celerio’sconnect with younger audiences.”

     

    Sumitra Sengupta, Executive Creative Director:“We wanted our Celerio owners to exemplify real people taking small leaps in thought, action and tolerance every day and all that – in a light-hearted manner. That’s what the entire creative team set out to do and achieved it without being preachy!”

     

  • The campaign is aimed at leveraging the popular Navratri festival to strengthen its connect with customers and promote sales

    Dentsu Creative Impact creates exclusive campaign for Maruti Suzuki Celerio for Gujarat

     

     

    Maruti Suzuki has geared up for the festive season with the roll out of ‘CelerioDilThi Gujarat Maate’, a special campaign designed by Dentsu Creative Impact exclusively for the Gujarat market.  The campaign is aimed at leveraging the popular Navratri festival to strengthen its connect with customers and promote sales.

     

    This is for the first time that Maruti Suzuki is organizing such a customized market-specific campaign to connect with the customers at a local level in Gujarat. The campaign includes a host of interesting activities including TV commercials, print advertisements, radio spots, digital, cinema and outdoor, which are designed in Gujarati language and reflect the unique culture of the state. All these activities will reach out only to the audience of Gujarat.

     

    Elaborating on the campaign, Vinay Pant, Head of Marketing, Maruti Suzuki India said, “This is for the first time Maruti Suzuki is doing such an innovative campaign at a local level. The flavors of Gujrat and Navratri as an occasion were specially used to create a bond at a local level and bring out various aspects of the brand and the product. With this step we hope to further strengthen the success of brand Celerio that already has been doing exceptionally well since launch.”

     

    According to Amit Wadhwa, Branch Head, Dentsu Creative Impact, “To unlock the full value of the customer in a local campaign like this, it was imperative that we talk to the customer in his language and create empathy for the brand. Navratri, the biggest festival in Gujrat, gave us the opportunity to create a connect between the people of Gujrat and the brand. The campaign aims to reflect on the different aspects of their life and how the brand and the product compliments them.”

     

    The campaign will run from 11th Sept to 22nd Oct’15. Other activities during the period include display at malls, bowling alleys and a digital engagement contest ‘Style Icon’ of Gujarat.

     

    Celerio was launched by Maruti Suzuki in 2014 and has already crossed the 1 lakh sales milestone. It was the first car to introduce the Auto Gear Shift transmission in India. Celerio is available in Petrol, CNG and Diesel fuel options. Celerio diesel with a fuel efficiency of 27.62 km/l ranks among the top three most fuel efficient vehicles in India.