Conceptualised by Lowe Lintas, the TVC reinforces the brand positioning of the car with stunning performance shots of the car juxtaposed with a boy’s dream of driving a powerful machine when he grows up
BestMediaInfo Bureau | Delhi | May 9, 2013
The Maruti Suzuki SX4 is known for its distinct positioning as a car for the ‘man’ by virtue of being an unbeatable combination of power, performance and luxury in its segment. This time the task of communication was to further strengthen this positioning and launch the all-new version of the SX4 which is equipped with a Super Turbo Diesel engine and a host of new features. The objective was also to reinforce the performance credentials of SX4.
The new campaign, developed by Lowe Lintas & Partners, 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 fast and aggressively. The TVC establishes that SX4 is a car that lets you live your passion for driving. It can be put to any test and lets you drive it the way you had always dreamt of driving a car. 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, Maruti Suzuki India, said, “The new SX4 has attractive new exterior looks, plush interiors, and exciting features like the touchscreen audio-cum-navigation system and power folding ORVMs. 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.”
The commercial has beautiful performance shots of the car. Shot at an airstrip in Bangalore, the car shots were captured by hi-tech camera equipment and a very experienced international crew which included an international stuntman and cinematographer. The stuntman put the new SX4 to some rigorous driving tests both on the tarmac and off the road and helped in capturing some really awesome performance shots. Director Arun Gopalan of Story-tellers captured both the story part (boy growing) as well as the car shots exceptionally well. The TVC beautifully juxtaposes the manoeuvres of the boy with the car shots.
Shriram Iyer, Executive Creative Director, Lowe Lintas , commented, "The commercial was quite a learning experience. Arun Gopalan, the director, employed some of the newer equipment available to shoot cars. As a writer, I am happy that we achieved a fine balance between strategy and execution. The TVC tells the idea of a growing boy’s dream to drive finally being fulfilled by the SX 4. The ad works as a natural progression of the SX 4 brand idea ‘Men are back.’”
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
Director: Arun Gopalan