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Lowe Lintas adds Maruti Suzuki's Ertiga to its kitty

The soon-to-be-launched seven-seater MPV is expected to see a spend of Rs 18-20 crore for the launch phase

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Lowe Lintas adds Maruti Suzuki's 'Ertiga' to its kitty

The soon-to-be-launched seven-seater MPV is expected to see a spend of Rs 18-20 crore for the launch phase

Neha Saraiya | Delhi | January 10, 2012

publive-imageIPG-promoted Lowe Lintas' Delhi office has won the creative mandate for Maruti Suzuki's new car, Ertiga. The three-row, seven-seater Ertiga that marks the carmaker's entry into the multi-purpose vehicle (MPV) segment, was unveiled at the recently held Auto Expo 2012. The company has not earmarked any budget for the marketing of Ertiga, but on an average basis, it spends about Rs 18-20 crore in the launch phase of any new car and Ertigo too is expected to get the same treatment.

Confirming the news, Shashank Srivastava, Chief General Manager, Marketing, Maruti Suzuki, said, “Lowe is in charge of five of our brands, so we know their working style and culture. They have been the brain behind the launch of some of our other brands like DZire and SX4. That experience has also been an important basis for selecting them.”

Speaking on the new business win, Joseph Georg, CEO, Lowe Lintas & Partners, said, “Ertiga was won in a competitive pitch and we are grateful to Maruti Suzuki for placing their faith in us to manage this very exciting offering to the Indian market."

The agency won the business by competing against two other agencies, Capital Advertising and Denstu, in the final round of presentations. The pitch was concluded on December 5. A team from Maruti Suzuki evaluated the final pitch presentations on various points such as grasp of the problem, understanding of the market and creative idea, among others.

For the launch of Ertigo, the country's largest carmaker is planning a 360-degree marketing plan involving TV, Outdoor, Radio and Print.

Lowe Lintas and Maruti Suzuki's long-standing relationship dates back to 1997 when the agency had first started working on the carmaker's account.

Neha@BestMediaInfo.com

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