The new campaign, conceptualised by Lowe Lintas, shows how the Alto 800 lets you travel far this festive season without worrying about the distance
Sohini Sen | Mumbai | October 25, 2013
Maruti Suzuki India has launched a new campaign for its Alto 800, keeping in mind the Diwali festive season. The campaign, conceptualised by Lowe Lintas, shows how the fuel efficiency of the Alto 800 lets you go places this festive season without worrying about the distance.
The Alto 800 is known to be the country's most fuel-efficient car, especially for the first time buyer. It is stylish, has great features, fastest to reach the 1-lakh mark, and continues to perform consistently for over a decade.
The car symbolises a younger attitude and has been equated with spontaneity. The earlier campaign and tagline 'Let's Go' is a reflection of this spontaneous self. However, the current space that the brand has appropriated is not just high on the younger attitude, but has dabs of emotion.
Better mileage allows travelling farther and in festival times it can only mean greater happiness and celebrations, as most festivals in India are celebrated by getting together with family; it is the time when we all want to be with family.
“In India, festivals are celebrated by travelling. People go out shopping, meeting friends, relatives. Families get together to jointly celebrate. In such times a car with exceptional mileage is an ideal car to own. With the new Alto 800 commercial, Maruti Suzuki and Lowe Lintas wanted to integrate this insight, with the festival led car buying season and the brand promise of ‘Let’s Go’. Additionally, it was an opportunity for us to infuse a sense of festivity into the market," said Naveen Gaur, President, Lowe Lintas, Delhi.
The TVC opens with a young couple lighting up their house for Diwali. While the wife puts the diyas (lamps) around the house, her husband asks where she wants to put the last diya. She replies that she wants to put it in her parent's house. Though the husband knows it’s a fair distance away, he agrees readily. As they drive, the girl tries to keep the diya alight. Upon reaching her parent's house the wife looks at the diya and remarks that there is still oil left. The husband looks at the fuel gauge and agrees!
The commercial signs off by saying: ‘Agar khusiyaan baatney se badhti hain, toh rukna kyon?” (if happiness increases when shared, then why wait?)
The film has a melodious song penned by Gulzar and sung by Shilpa Rao. The music has been composed by Rajat Dholokia.
"Alto is an iconic car. It is the largest selling car in India and is known for its fuel efficiency. We wanted to fortify that positioning to our customers. And keeping the festival season in mind, we wanted to make sure that it also builds a relationship through the campaign," said Manohar Bhat, Vice-President (Marketing), Maruti Suzuki India.
The campaign will also find extension in the on-ground segment. Maruti has already done fuel testing by customers in different cities to show that it is actually a fuel efficient car. Again, rallies have been organised to drive the point home that with the Alto 800 one won't have to worry about the distance.
Creative Agency: Lowe Lintas, Delhi
Creative Team: Amer Jaleel, Shriram Iyer, Varun Goswami, Joy Sen Gupta, Kavita Kamath, Kshitij Chandel, Sahil Mehta
Business: Naveen Gaur, Syed Amjad Ali, Jaten Jais, Kunal Sharma
Planning: Anurag Prasad, Ketaki Chand
Client Team: Manohar Bhat, Himanshu Dahiya, Tushar Agarwal, Aditi Upadhyay
Production: Crazy Few Films
Director : Anupam Mishra