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Chase your passion with the Maruti Alto K10

The new TVC has been conceptualised by Lowe Lintas and music composer Sneha Khanwalker plays the lead role in the film

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Chase your passion with the Maruti Alto K10

Chase your passion with the Maruti Alto K10

The new TVC has been conceptualised by Lowe Lintas and music composer Sneha Khanwalker plays the lead role in the film

Sohini Sen | Mumbai | July 17, 2013

publive-image Click on the image to watch the TVC.

The go-getter spirit of the youth has always been a talking point for many ad campaigns. This time around, the new Maruti Suzuki campaign for the Alto K10 highlights the spontaneity and passionate drive of youngsters – and the car – through a TVC conceptualised by Lowe Lintas.

The TVC opens with Bollywood music composer Sneha Khanwalker (known for her work in 'Gangs of Wasseypur', 'Love Sex Aur Dhoka' and 'Oye Lucky! Lucky Oye!') and her friend recording in the studio. However, dissatisfied with their composition they decide to hit the road in the Alto K10. It is on the road that Khanwalker finds the kind of music she is looking for, from the sound of birds chirping to tires screeching and drums being played.

Manohar Bhat, VP (Marketing), Maruti Suzuki India, said, “The Alto K10 is a car for the young. It is sporty, it is peppy and it is affordable. As such it carries the characteristic of the youth. The TVC was to show the car as allowing people to follow their passion."

Shriram Iyer, Executive Creative Director, Lowe Lintas and Partners, said, "The Alto K10 is the younger, zippier version of the Alto 800. Alto as a brand was always about the 'let's go' spirit. But we had to distinguish between the 800 which has always had more regular, standard-fare advertising and the K10 which was about spontaneity and impulsiveness. The Alto being a fuel efficient car lets you drive off without worrying much about the cost. Which in turn helps in the impulsive decision making process the youth enjoy in choosing and chasing their passion. The line 'Chase your passion' has become the cut in advertising for the Alto K10."

The TVC has been inspired by Khanwalker's music mini-series on MTV called 'Sound Trippin', where she goes to different cities in search of local sounds to create a final piece of music. The vehicle comes as the support system for her passion in the campaign. Apart from being the cast in the TVC, Khanwalker has also composed the music for the TVC, which not only complements the story beautifully, but is also catchy and distinct.

The 30-second TVC will be extended to a 360 degree coordinated campaign comprising digital and print soon.

The Maruti Alto was the world's largest selling small car till 2011. 2012 saw the original Alto being transformed to the new Alto 800.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Agency: Lowe Lintas

Creative: Amer Jaleel, Shriram Iyer, Uday Shankar Rao, Ankush Pande, Arko Provo Bose, Tridip Nandi, Ajoy Krishna, Shweta Sharma

Business: Naveen Gaur, Syed Amjad Ali, Hindol Purkayastha, Kunal Sharma

Planning: Anurag Prasad, Ketaki Chand

Production House: Storytellers

Director: Arun Gopalan

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