MxMIndia

Tag: R S Kalsi

  • 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 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!”