Maruti Suzuki has unveiled its new festival season-specific campaign titled ‘Ghar Aaya Tyohar’.
Commenting on the campaign, Shashank Srivastava, Executive Director – Marketing and Sales, Maruti Suzuki India said: “Festivals are a high point in life of people. India is diverse, people are diverse and so are the festivals and the occasions to celebrate. Every festival is celebrated in its own beautiful way. However, a few things always remain common like celebration, happiness and bringing home a Maruti Suzuki. With our new Ghar Aaya Tyohar commercial, we intend to strengthen the same thought and provide people the same happiness and pride of owning a Maruti Suzuki car, which we have delivered for decades.”
Added Anupama Ramaswamy, National Creative Director, Dentsu Impact:“India is a nation described by diversity, just like its festivals. But one festival that binds everyone together is the joy of buying a new car. After all, it gives different people different reasons to celebrate. For a young person it’s a celebration of the coming of age, for a woman it’s a celebration of freedom, for a family it is a celebration of togetherness. We believe Maruti Suzuki is that one name which can do complete justice to the feeling of Ghar Aaya Tyohar, because as a brand it has touched many lives.’’
It’s been two months since this has been known, but now it’s official. That Dentsu Media has been awarded the media planning and buying for the entire portfolio of brands for Maruti Suzuki India (MSIL). The mandate has started this month (April) and was finalised following a multi-agency pitch earlier this year.
Dentsu Media will handle all media duties for Maruti Suzuki Corporate, Existing Channel and Nexa brands. A Â team comprising existing Dentsu Media members and handpicked experienced talent has been put together to handle this massive mandate. The scope of this mandate is a holistic integrated media and platform agnostic communications approach.
Dentsu Impact and Isobar, the other arms of the Dentsu Aegis Network already handle parts of the creative, digital and CRM business.
Sanjeev Handa
Speaking on the development, Sanjeev Handa, Vice President, Marketing Maruti Suzuki India, said: “Our partnership with Dentsu Aegis Network is a strategic one. We wanted to have an integrated and synergistic approach for our business to improve productivity and overall effectiveness. And with alignment of media services to Dentsu Aegis Network, we are looking forward to improving our overall marketing efficienciesâ€.
Divya Karani
On the win, Divya Karani, CEO, Dentsu Media, said: “We are delighted and honoured to be chosen as the preferred media partners for MSIL, a clear market leader in the category and one of the most exciting and innovative marketers in the country. We have put together a very experienced and balanced team of media, advertising and marketing professionals who will leverage our global capabilities, tools and resources to help MSIL further enhance its market leadership.â€
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.â€
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!â€
Hakuhodo Percept has won the creative and integrated brand duties for the launch of a new car in the B segment from Maruti Suzuki, India’s largest passenger car manufacturer.
Hakuhodo beat other agencies that were involved in the pitch comprising Lowe, Capital, Dentsu.
The name of the new model is undisclosed as of now, however, its launch is slated for mid May 2015 and a fully integrated campaign is being planned to break around the same time. The size of the business is estimated to be around Rs 100 crores.
Confirming the win, Kosuke Kataoka, Executive Director Hakuhodo Percept, said, “Winning this new brand from Maruti Suzuki gives us all immense pride and marks an important step in our journey together, which we re-initiated in early 2014 with the extremely challenging Delhi Auto Expo. We are looking forward to making this launch a huge success.”
Commenting on the decision to award the business to Hakuhodo, Manohar Bhat, Vice-President, Marketing, Maruti Suzuki India said: “We are happy that Hakuhudo has come on board. Hakuhudo is associated with Suzuki Japan on various brands and we do believe that our brand will benefit from that experience.â€
Elvis Sequeira
Elvis Sequeira, COO, Hakuhodo Percept added, “It’s an incredible win. The excitement in the agency is unbelievable. We are so happy to welcome this very popular brand back to our agency.”
