MxMIndia

Tag: Maruti Suzuki

  • Filled with quotes, match-cuts, high-octane shots and electric music, the commercial is all set to get the pulse racing

    Dentsu unveils latest spot for Maruti Suzuki Swift

    By A Correspondent

     

    Maruti Suzuki Swift has unveiled a new brand campaign that celebrates the idea of ‘Push your limits’. Using personalities like Vijender Singh, AB de Villiers, and the man who jumped out of a plane without a parachute, Luke Aikins, Swift wants to tell the world that only those who go the extra mile inspire people, not the ordinary.

     

    The brand plans to launch and embed this philosophy with an action-packed TVC. Said R S Kalsi, Executive Director, Marketing & Sales, Maruti Suzuki: “Since the last two years Maruti Suzuki has made a definitive shift in its offerings and positioning in India. Today, we have a host of new offering which are at par with international products all the while making them more relevant for the Indian consumer today… With Swift being one of our star brands, it was important we bring in the sheen and attention back on the brand. The new commercial is just the right step on that route, where we bring in the dynamism on to Swift in a way like never done before.”

     

    Said Anupama Ramaswamy, Executive Creative Director, Dentsu Impact:  “With the new campaign of ‘Push Your Limits’, we aim to go beyond the mundane ‘product-talk’. It’s an attitude that symbolises the people who drive the car, those who challenge and push themselves. And that’s why the personalities shown in the commercial are not your regular models, but heroes who inspire. The car moves exactly like them in the commercial while the match-cut editing maintains the tempo and adrenaline rush from the word ‘go’.”

     

  • The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple

    Technology comes alive in Ciaz Smart Hybrid commercial

    By A Correspondent

     

    Hakuhodo Percept’s new campaign for Maruti Suzuki’s Ciaz Smart Hybrid engine sedan went on air on Wednesday (October 19).

     

    The sedan which rolled out of the Maruti Suzuki stable across India last year, once again has brought in Ranveer Singh to tell customers how the vehicle regenerates braking energy for a smoother and efficient drive.

     

    Talking about the new campaign, Vinay Pant, AVP, Marketing, Maruti Suzuki said, “Ciaz Smart Hybrid has changed the segment completely with its futuristic style and technology. With our new campaign, the aim was to create a communication that defines the benefits of our product effectively. The campaign thus developed meets the objective perfectly.”

     

    The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple.

     

    In the commercial, we see Ranveer Singh simply enjoying his drive, whilst the car is doing all the work. The technology behind the CIAZ Smart Hybrid regenerated braking energy is explained through a unique graphical visual with electric streaks. Dynamic and interesting, this depiction explains the working of Smart Hybrid technology through a stunning and sophisticated technique.

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept Ltd.  “Our main objective was to highlight the Smart Hybrid technology in an extremely futuristic and simple way. An idea that’s easily understood by the CIAZ Smart Hybrid customer.”

     

  • Targeted at consumers with a global outlook towards life, the Baleno's persona reflects their gritty and strong willed traits

    Baleno extends brand proposition in latest campaign

    By A Correspondent

     

    Maruti Suzuki’s hatchback Baleno is now making a new statement that’s bolder and in-your-face with its new campaign that has been conceptualised by Hakuhodo Percept.

     

    Captured in a series of three TVCs, the Baleno is portrayed in a very edgy manner and the common thread that runs through them is an underlying tone that’s unmistakably daring.

     

    Commenting on the campaign, Vinay Pant, AVP Marketing, Maruti Suzuki, said, “In less than a year of its launch, the Baleno has sold over one lakh cars, thereby making a strong statement. The premium hatchback was launched as a car that’s Made of Mettle, which was attributed to its powerful and aggressive appearance. Its bold and defiant persona found instant appeal amongst individuals with a similar outlook. The latest campaign’s objective is to reinforce the Baleno’s image, and this has been achieved by revealing different facets of the car’s attitude.”

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “Having already established the Baleno’s Made of Mettle image, the next step was to define what its attitude is all about, and therefore the new campaign. The edgy tonality associated with the Baleno has been maintained, but this time we’ve upped the bold quotient of the car by several notches. Ensuring the car’s persona comes out loud and clear”

     

    The television campaign went on air on October 5 and is also supported through the digital platform, as well as outdoor media at prominent locations

     

  • In Week #2 of the new season of extremely personal questions posed by Rahul Kishore, he gets the very affable Himanshu Dahiya, Head of Media, Digital and Research at Maruti Suzuki to talk like few others have in the past.

    Selfie with RK: Week #2 | Himanshu Dahiya, Media Head @ Maruti

    By Rahul Kishore

     

    It is extremely tough to get to meet Himanshu Dahiya, Head of Media, Digital and Research at Maruti Suzuki. Not only does he keep a low profile, he’s also very hardworking and Maruti takes a lot of mileage out of him. I finally got to meet him in his showroom on the ground floor of his huge office building in Delhi’s Vasant Kunj. Over a hot cup of coffee I began by asking him…

     

    What’s your biggest strength?

    Analytical , being  creative and I’m extremely fond of brand-building. His previous stints have been with HM and Honda.

     

    What’s your biggest weakness?

    I get into too much detailing. May seem a chore but that’s the way I’m built. I’m extremely conscious of the money I spend and always want maximum bang for the buck.

     

    Hardwork or luck?

    Completely hardwork. It’s all perspiration. My bosses have been good to me generally speaking but there have been a few exceptions. I have worked extremely hard…

     

    Favourite CEO?

    Though it’s competition, but it’s got to be Anand Mahindra, he says with a smile. I find him extremely savvy and suave. He’s fully focussed, very active on social media and digitally inclined. What I really admire is that somehow he seems to find a lot of time and money for social causes.

     

    How would you like to live your life again?

    He thinks for a while then he says as a football player. I’ve played at the school level and it’s a game that always fascinates me. Ronaldo is my favourite. I like the glamorous life of the footballers and the money they make.

     

    If a movie were to be made about your life who would you like to play you?

    Aamir Khan. He’s meticulous, is a method actor and can spot nuances in my character that even I may not have noticed. As you might have guessed, he’s my favourite actor.

     

    On a scale of 1-10 how weird are you?

    My family would rate that an 8. I have two kids 15 and 9 and this question would seem better directed at them. Life is a great teacher and I try to appear normal at work. And work is a large part of my day.

     

    What didn’t you get a chance to include in your CV?

    An IIM degree would have been handy even an international  one. I do go to IIM Lucknow for courses but it’s not the same thing.

     

    Describe yourself in 4 words.

    Hardworking, Attention to detail, Innovative, Creative

     

    What is your area of interest?

    Sports. Im passionate about it and I’m very fond of music.

     

    How often do you destress?

    Not as much as I should be… he says with a wry smile. I listen to rock music in English, in Hindi music I do the full range. Guru Dutt, Dev Anand are eternal favourites.

     

    Dream job?

    I would love to work in a sports club like a Chelsea or a Real Madrid and enjoy what I love to watch.

     

    If Bill Gates gave you 10 million dollars and asked you to change the world what would be your big idea?

    He thinks long and hard, looks at me as if searching for answers. And then says: I would like to empower poor kids, educate them, teach them about sanitation and health and offer them opportunities to secure their futures by creating jobs for them. This remains a #1 cause for worry in India. I believe in his sincerity.

     

    Rate RK as an interviewer?

    He smiles, since you’ve managed to extract so much from me and your questions have been excellent I would say 10/10. I nod in agreement.

     

  • Dentsu Creative Impact, which won creative duties for a range of Maruti Suzuki brands, has bagged the digital mandate for Maruti Suzuki along its digital partner agency IsobarIndia

    Dentsu Aegis Network bags Maruti Suzuki’s Rs 100cr digital mandate

    By A Correspondent

     

    Dentsu Creative Impact, which won creative duties for a range of Maruti Suzuki brands, has bagged the digital mandate for Maruti Suzuki along its digital partner agency IsobarIndia. A multi-agency pitch that was held earlier this year.  According to industry estimates, the account is sized at Rs 100 crore.

     

    Sanjeev Handa

    The Dentsu Aegis Network teams will now handle digital creative, social and media duties for Maruti Suzuki corporate and all model brands other than the Nexa portfolio. A team comprising specialists across digital verticals has been put together to handle this massive mandate.

     

    Speaking on the development, Sanjeev Handa, Vice President, Marketing Maruti Suzuki India said, “Our partnership with Dentsu Aegis Network on digital mandate is a strategic one. We wanted to have an integrated and synergistic approach to our digital mandate also. We feel having Dentsu Aegis Network as our creative partners in offline, the idea is to have a coherent communication to be more productive and efficient.”

     

    Amit Wadhwa

    Speaking on the win, Amit Wadhwa,President, Dentsu Creative Impact, said, “It’s great to see that our partnership with Maruti Suzuki is going from strength to strength. What is even more heartening is to see that a leader like Maruti Suzuki is truly looking at an integrated approach. In today’s day and age a uniform approach is what is going to deliver in the market place and when brands like Maruti Suzuki demonstrate it, it forms a great example for others to follow. Look forward to an interesting journey ahead.”

     

  • The innovation has been executed by Laqshya Media Group and has garnered a lot of media buzz

    Maruti resorts to unique Outdoor innovation for Baleno

    By A Correspondent

     

    Maruti Suzuki has taken an innovative path to promote its newly-launched premium hatchback Baleno. The brand idea for Baleno is ‘Made of Mettle ‘ with an innovative use of the word ’Mettle’. The brand stands out with the use of metal that reinforces its bold and aggressive look.To bring this USP to life, a first of its kind initiative has been launched on outdoors with the use of technology.

     

    The Outdoor campaign used high grade diffusion surfaces (Flex, Acrylic) as per the need with appropriate graphics printed on high resolution UV/ Latex m/c3 layers of weather proofing for protection from weather adversities.

     

    The campaign also used High Speed RISC Micro-Controllers and processors for synchronization and Multi-tasking. Processors are hard coded with assembly language codes to make it ultra-compact yet a powerful device which is easily integrable into the signage.

     

    The idea of working on the dynamic digital signage was to bring the USP of the model to life. The campaign highlights the metal made body of the car that is all shining and grabs attention.

     

    The company has initiated a multimedia advertising campaign using innovation as the key to create the difference and break the clutter. Outdoor has been harnessed to bring the campaign message alive. The Outdoor campaign which has garnered a lot of buzz with its high impact and irresistible visibility is already the talk of the town.

     

    The innovation has been executed by Laqshya Media Group and has garnered a lot of media buzz.

     

  • The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation

    Dentsu celebrates the life of ‘Players’ in new campaign for Maruti Swift

    By A Correspondent

     

    Maruti Suzuki Swift has launched its latest campaign that celebrates another feather to the list – that of the sporty looking limited edition Swift Glory.

     

    The film shows a few drivers driving the Sporty looking limited edition while the rest watch them drive by. Some watch as spectators, some like fans, some are the cheerleaders who add cheer to the world with an early morning hello, some are commentators because they make comments, some like the neighbor’s dog is a critic and barks as the Swift drives by…finally the vehicles come to a stop and the voice-over concludes that ‘Then there are the players… The limited edition Swift Glory is for the Players.’

     

    The campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation.

     

    Titus Upputuru, National Creative Director, Dentsu Creative Impact said, “The idea draws a parallel between the world of sports and the real world. Just like in a sports world, there are players and there are spectators, fans, cheer leaders etc,, the film shows that the new Sporty looking limited  edition of Swift creates a new distinction between those who are the players and those who are not. The sporty looking Limited edition from Swift is a great looking product. And we had a great fun creating this campaign.”

     

    RS Kalsi, Executive Director , Maruti Suzuki India Limited said, “There is a player in each one of us and the new Swift Glory intends to bring that out. The new sporty looking limited edition takes inspiration from sports and racing. It comes with an exciting range of features such as body graphics, multimedia system and sporty interiors. We are positive that the limited edition would be as loved as the earlier versions. Brand Swift has constantly evolved over the past ten years to become one of India’s favorite cars. With over a million cars on road our challenge is to constantly keep the excitement up and engage with consumers in newer ways. The Swift Glory limited edition is exactly the kind of change we want to create, thereby keeping the thrill and love for the brand at a high.”

     

  • Hakuhodo Percept's latest television commercial for S-CROSS positions it "Above the Ordinary!"

    Maruti Suzuki takes ‘Above the Ordinary’ route for S-CROSS

    By A Correspondent

     

    S-CROSS by Maruti Suzuki comes with the perfect balance of power, comfort and luxury. Its spirited cross-over looks, premium interiors, rich features combined with massive torque, power, [two diesel engine options: DDiS 200 and DDiS 320] superior ride and handling is the perfect offering for today’s new age customer. The S-CROSS, with its offer of power & performance and the comfort & refinement of a sedan is now the new “premium cross-over” in India. It is the first model to be retailed exclusively through NEXA, the newly launched automotive experience.

     

    The S-CROSS is all about power and luxury, and is targetted at consumers who like taking the rough with the smooth- the one who loves driving on city roads as well as the adventure and thrill of a rough drive with no compromise on luxury. The communication showcases this and also highlights its crossover identity along with establishing the fact that it comes equipped with the best and most powerful engine in its category. This makes the campaign stands true when it says, “Above the Ordinary.”

     

    The TVC is based on the same thought and shows the S-CROSS being driven through dusty roads by someone who is seeking the shortest route to reach work. The style and pace seems to imply that there’s a young brat in the driving seat, until you get a glimpse of the man who is driving towards his workplace- an art museum. As he drives into the museum, he sees people admiring art pieces kept outside and one sees him quickly park the S-CROSS, and the doors open up in a jiffy. As he moves towards his office, everyone leaves the art pieces to behold and admire the new creation the S-CROSS- the Above the Ordinary, premium cross-over.

     

    Elvis Sequeira

    Speaking on the campaign, Elvis Sequeira, COO, Hakuhodo Percept, said, “We had actually a dual task before us. One was to bring to life the excitement we felt when we saw and then test-drove the S-CROSS. And the other was to position it in such a way that it would match the expectations set by NEXA Experience that we had just launched a few weeks earlier. Since the S-CROSS would be the first model off the block, the communication had to convey the same sense of premium-ness and exclusivity. I believe, the campaign and TVC do a great job in setting the bar high for car launches in India.”

     

  • The campaign developed by Lowe Lintas is based on the proposition that the SX4 Super Turbo Diesel is the car for men who are passionate about driving

    ‘Men are back’ at Maruti Suzuki

    By A Correspondent

     

    Maruti Suzuki SX4 known for its positioning as a car for the ‘man’. This time, the task of communication was to further strengthen this positioning and launch the new version of the SX4 which is equipped with the Super Turbo Diesel engine and a host of new features. The objective was also to reinforce the performance credentials of the SX4.

     

    The new campaign developed by Lowe Lintas is based on the proposition that SX4 is the car for men who are passionate about driving. It is based on the insight that almost every boy grows up playing with cars. They always dream of driving their cars really fast and aggressively. The TVC establishes that SX4 is a car that lets you live your passion for driving. The TVC depicts a young boy’s passion for speed and thrill of driving a car, which is eventually fulfilled when he gets to drive the all new SX4.

     

    Sanjeev Handa, General Manager, Marketing, MSIL, said, “The new SX4 has attractive new exterior looks, plush interiors, and exciting features like the touch screen audio cum navigation system & power folding ORVM’s. It comes with power packed performance and a Super Turbo Diesel engine. The latest TVC demonstrates our absolute commitment towards our positioning, which has let us stand distinctly apart in the segment. The production quality adds sheen to our statement and puts the TVC in a league of its own.”

     

    Shot at an airstrip in Bangalore, the car shots were captured with hi-tech camera equipment and an international crew.

     

    Credits

    Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Mustafa Rangwala, Manzoor Alam, Ira Gupta, Nisheeth Srivastava, Ipshita Bose

    Planning: Anurag Prasad, Ketaki Chand

    Business: Naveen Gaur, Syed Amjad Ali, Sonia Upadhyaya, Aayushi Agarwal

    Producer: Story-Tellers

    Director: Arun Gopalan

     

  • Behind every great commercial is super strategy. Every week, MxMIndia will bring you the brief and the strat as given by the client and whatever else that went into creating a winning ad

    AdStrat: WagonR rides on the chemistry of Madhavan, Raghu and Rajiv

    Soumitra Karnik, NCD, Dentsu India

     

    Name of the Campaign/Ad: Maruti Suzuki WagonR – Prank

     

    The Brief: The WagonR is one of the most successful brands from the MSIL stable. Its features, functionality and design have always catered to the needs and tastes of its target group. With changing consumer preferences and growing competition, it becomes imperative that a seasoned brand like WagonR evolves so as to continue to meet consumer expectations. The new TVC must announce the launch of the new WagonR and communicate its features without it being a blind spot.

     

    Research insights: After the huge success of the last campaign ‘Big like India, Smart like you’ which first saw the trio of Madhavan, Raghu and Rajiv of Roadies together in a novel format describing the car and its various features, the core idea of the new campaign picks up from there, talking about the new features of the smarter WagonR in an engaging format, once again using brand ambassador Madhavan and celebrities Raghu and Rajiv. This communication piece celebrates the feature-rich WagonR and its smart buyer.

     

    The thought process behind the creative: The story revolves around two characters in clown masks who get into Madhavan’s car and tell him to drive them around while he’s held hostage at gunpoint. During the interaction, the features are revealed. However, Madhavan tricks them and drives away leaving them behind, proving his wit and smartness. In the end it is revealed that the clowns are no other but Raghu-Rajiv themselves who had set out to prank Madhavan but end up getting tricked by him.

     

    Media vehicles chosen: TVC, Digital, Print, In-store.

     

    Key issues kept in mind while executing the ad: Soumitra Karnik, NCD, Dentsu India, said, “The task was to announce the new changes in the widely sold WagonR and the challenge was how to make this announcement engaging. We decided to continue with the casting of the last commercial of Madhavan, Raghu and Rajiv as it was quite well received. This particular script was found to have all the elements of being an entertainer. A prank played by the twin brothers wearing clown masks who at the end get outsmarted by Madhavan, the car’s owner, who impresses them with all the new features in the car. One thinks of many different things but in the end you go with your gut with a script like this.”

     

    What is the differentiating factor about the ad? The star power of Madhavan, along with Raghu and Rajiv in an engaging narrative with a prank, makes it easy to recall.

     

  • The moderator for the session Mr Ashish Pherwani opened the discussion on the ad growth challenge

    INMA 2012: ‘Print must engage audiences effectively’

    By Shruti Pushkarna

     

    Day 1 of the sixth annual South Asia INMA conference opened with a host of promising sessions which addressed key issues facing the industry.

     

    Ashish Pherwani
    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=WfREkdmTRuc[/youtube]

    The session ‘Winning the Ad Growth Challenge: Is it a Plausible Model’ was moderated by Ashish Pherwani, Partner- Advisory Services, Ernst & Young India and the other panelists included Bharat Bambawale, Director, Global Brand Bharti Airtel Ltd; Mayank Pareek, COO (Marketing & Sales), Maruti Suzuki India Ltd; and Shashi Sinha, CEO, LodestarMedia.

     

    The moderator, Mr Pherwani opened the discussion on the ad growth challenge by listing out four factors that he felt were impacting ad growth: inherent competition, technology change, slow economic growth and growth of television. Citing a recent research, Mr Pherwani said that there were clear indications that consumers are spending more time on digital media at the expense of traditional media.

     

    He also listed out some questions for the print industry to address, the broad one being, how to stay relevant and grow revenues. Among the other questions he raised were: New ways advertisers can use print, how to enhance effectiveness of print for advertisers, what makes advertisers continue on print when times are tough and finally how can print companies explore new media.

     

    Mayank Pareek
    [youtube width=”400″ height=”225″]http://www.youtube.com/watch?v=PYJJnTGb12U[/youtube]

    Mr Pareek said that the demography is changing because the way people seek news is changing. He said that Maruti had redefined their strategy to invest in print, looking at the changing trends in consumption: “We’ve gone from 67 per cent to 23 per cent in our spends on advertising in print in the last five years.” He said that it is important that companies continuously adopt to the changing demographic needs. He added that even though digital spends are low today, digital is growing and changing rapidly. So for print to remain relevant, there is need to develop engaging content as the other media are offering. However, Mr Pareek agreed that print will continue to play a role in the future as well.

     

    While the other panelists agreed with Mr Pareek that print will continue to be the part of a media plan for an agency or an advertiser, they also shared his concern on the need for print to adapt to changing consumption patterns.

     

    Mr Bambawale of Airtel said: “We are using much less print. There is one strong global trend which holds true forIndiaas well, young eyeballs are moving away from the printed word to the video. So for print medium to engage this audience is a great challenge. The conversation should change from ‘how can we put an ad out there’ to ‘how can we engage’. In a newspaper, content is all about facts and events but in engagement, content is about making things interesting. The answer lies in creating content that has high degree of engagement even around topics of news or current issues.”

     

    Mr Sinha said that the strength of print lies in the fact that it brings a lot of credibility: “Print still stands for credibility, I am not so sure if digital has that. We’ve embraced digital because of the youth. For certain brands which go through an erosion of trust, print is the best place to be in.”

     

    He added that not growing fast enough is the problem of measurement: “The current measurement metrics are limited to cost and reach. There is no way to measure engagement or performance. Unless we start showing these to the advertiser, things won’t change. There is a need to introduce new metrics of measurement.”

     

    Mr Bambawale echoed Mr Sinha’s view on measurement being limited to cost and reach as far as newspapers are concerned: “If you change the matrices by which you present the title to an advertiser, it’d be a more fruitful conversation perhaps.”

     

    The discussion concluded with two key takeaways, Print needs to find new ways of engaging its audience to stay relevant in a changing era. And second, there is a need perhaps to look at other matrices of measurement for print, a way of measuring effectiveness of an innovation.

     

  • CSX is a virtual trading game where users can trade (buy and sell) shares of their favourite cricket players and teams

    Hungama’s Cricket Stock Exchange in 2nd season

    By A Correspondent

     

    Hungama Game Studio has announced the second season of its awardwinning Cricket Stock Exchange (CSX).  Sponsored by Maruti Suzuki, CSX currently boasts over 150,000 registered users and attempts to be to cricket fans just what the stock exchange is to investors.

    A virtual trading game where users can trade (buy and sell) shares of their favourite cricket players and teams, CSX bagged the best online game award at WAT awards and the Indian Digital Media Awards. Considering the millions of hungry cricket fans in the nation, the inspiration behind CSX (Cricket Stock Exchange) was to offer consumers a format to experience and enjoy cricket in a new avatar. The concept behind the game is of buying and selling virtual shares of players and teams. The shares fluctuate depending on the real life performance of the players on field and also on expert articles written and published by Cricketwallah and Hungama’s proprietary algorithm. CSX was conceptualised with leading cricket journalist Ayaz Memon (who writes as Cricketwallah) and includes the International Cricket World Cup, IPL teams and Champions League T20.

     

    Commenting on the success of the game, Shashank Srivastava, Chief General Manager – Marketing, Maruti Suzuki India, said: “Maruti Suzuki India has been associated with CSX for two seasons. This game is unique as it combines all elements of cricket (scores, predictions, expert analysis and the game itself) and allows us to associate with a product that has good engagement levels with our consumers. The association with Ayaz Memon lends huge credibility to the property. Maruti Suzuki CSX has also won 2 digital awards for best gaming product. In the last season of Maruti Suzuki CSX, starting May 3 to July 10 2011, we saw phenomenal traction and engagement levels with 1.44 lakh registered users and 7.76 lakh unique visitors.”

     

    Said Ayaz Memon: “I am delighted to learn that participation in CSX has grown exponentially in the past two years. With new and improved features, it has become not only more fun but also more challenging. While the premise of the game is basic, it still needs a good understanding of the current form of players and also cricket logic.”

     

    In the current season of CSX, the gameoffers new features like casual games, introduction of mini applications, Predictor and Forecaster to increase interactions while matches are in progress and an independent market place to maximize trading across the site. It also offers its registered users a chance to participate in contests, leader boards, cricketing statistics provided by  leading statistician Mohandas Menon.