MxMIndia

Tag: Sumitra Sengupta

  • 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!”

     

  • TVC speaks of the numerous options provided by the portal to help consumers find the right house to match their needs

    99acres.com urges consumers to get checklist right in new campaign

    By A Correspondent

     

    99acres.com has unveiled its new TV commercial, “Sab Dekh Lijiye, Phir Ghar Lijiye”. Designed with the objective to establish the concept of ‘first check everything before you settle in’, the new 30 seconds TVC speaks of the numerous options provided by the portal to help consumers find the right house to match their needs.

     

    Conceptualised by JWT, the TVC opens with a contemporary husband-wife lying down comfortably on a sofa, and having a playful conversation about who they like. The husband asks his wife if she’s thinking about Kalyan. In a mesmerised tone answering yes, she asks “It’s Shobha that you’re thinking about right?” In complete awe of Shobha, he accepts that he finds Shobha lovely.

     

    While they continue to talk mother-in-law is shown over-hearing their conversation while chopping vegetables in the backdrop. The wife then quickly adds that while she loves Kalyan but she can’t stop thinking about Mahesh and Amrit. The husband tells her that she should stop checking out everyone. In spur of the moment the wife decidedly answers that she loves Amrit, the husband too agrees and says he loves Amrit too. A shocked mother-in-law bangs her head into the table, while it is revealed that ‘Kalyan’, ‘Shobha’, ‘Mahesh’, and ‘Amrit’, are actually names of apartments and residential societies and the couple is actually deciding on a house from the various options available on 99acres.com. Meanwhile a voice over suggests the viewers to check-out all their options before settling down on the house of their choice.

     

    Commenting on the campaign, Sumeet Singh, Senior Vice President- Marketing and Corporate Communications, Info Edge said, “With over 65,000 new listings posted every week on 99acres.com , the portal is able to cater to various needs of different types of consumers. We understand that buying a property is a big decision and to reach the best option, one has to go through or check-out many options. Through this campaign, we have used an entertaining plot to subtly inform our consumers to check all available options while looking for property and 99acres.com is a place where one can find maximum options.”

     

    The idea, Sumitra Sengupta, Vice President, JWT Delhi, says, “Was born when we examined what one has to do to avoid missing out. You need to check options.”