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Suzuki's new campaign rides to show its 'Way of life' with everyday stories

The campaign, designed by RK Swamy BBDO, features brand ambassador Salman Khan who travels across the country to share the Suzuki stories

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Suzuki's new campaign rides to show its 'Way of life' with everyday stories

Suzuki's new campaign rides to show its 'Way of life' with everyday stories

The campaign, designed by RK Swamy BBDO, features brand ambassador Salman Khan who travels across the country to share the Suzuki stories



Sohini Sen | Mumbai | August 29, 2013

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

Suzuki Motorcycle India's (SMIPL) latest campaign, launched on August 15, 2013, portrays the entire Suzuki range of motorcycles as an indispensable part of everyday life. Suzuki Motorcycle India is a subsidiary of one of the world's largest two-wheeler manufacturers, Suzuki Motor Corporation, Japan. Suzuki's global philosophy of the Suzuki 'Way of life' has found its shape in India as 'Apna way of life'. The campaign, designed by RK Swamy BBDO, reiterates the same philosophy by showing how the entire product range fits into everyday family scenarios in India.

The campaign uses an assortment of stories, based on both urban and rural backgrounds, to drive home the point. The TVC, directed by acclaimed director Rohan Sippy (known for movies such as 'Kuch na kaho', and 'Bluffmaster') features Suzuki brand ambassador Salman Khan, who was recently also seen in the Suzuki Hayabusa campaign.

Anu Anamika, National Head - Marketing, SMIPL, said, “The campaign has been conceptualised keeping in mind the essence of the Indian way of life, be it at home, with friends or our common passions as a country. The TVC traverses rural and urban landscapes and brings home the presence of Suzuki two-wheelers as an integral part of people's lives. The Indian audience connects with Salman on a personal level. As the narrator of the story, he brings together the many colours of Indian life and Suzuki's presence in each of those moments.”

Ankur Suman, Senior Brand Design Director, RK Swamy BBDO, said, “The campaign is ideated keeping in mind the promotion of the overall brand Suzuki and the theme 'Apna Way of Life'. We worked on incorporating Suzuki motorcycles, scooters and the legendary Hayabusa to create a kaleidoscope of episodes. The objective was to depict the coming together of a range of Indian emotions and day to day events with the range of Suzuki two-wheelers.”

The TVC opens with Salman Khan entering a desolate street riding on a Suzuki. On being asked where he was, he replies that went on a great India ride. He goes on to recount his experiences through a flashback. While in Punjab a mother and grandmother are seen to bid a teary goodbye to their son as he rides off, the mood is much more celebratory in a 'chhabeel' which also has Khan playing the dhol (Indian ddrum).

In another scene, a South India girl's eyes are dazzled by glass reflection which is later revealed to be a diamond's reflection held by her boyfriend. The boy here is riding pillion on Salman's bike and proposing to her from outside!

In yet another scene, a Gujarati father leads his blindfolded daughter outside the house. She is then given a surprise in the form of a new Suzuki two-wheeler.

The story doesn't end there. It cuts to a young man riding on a bike, with what appears to be wings attached to his back. However, it is soon revealed that the wings are attached to his daughter's fairy costume and the daughter is sitting pillion behind him. The video cuts to show the young South Indian couple riding together, the Gujarati girl riding with her father, and a young NRI riding the bike through his own country.

As the story cuts to the present, India is shown to win a match and the streets are full of people celebrating. While the celebrations continue, Salman Khan delivers the message: “Hamare har rang mein shameel hai Apna Suzuki, Apna Way of Life”.

Salman Khan commented, “I could connect with the spirit of celebration and togetherness depicted in the 'Apna Way of Life' campaign. It explores themes that bind us as a nation.”

The TVC:

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

Credits:

Agency: RK Swamy BBDO

Creative: Ankur Suman, Ajmer Pratap Singh

Servicing: Ajit Shah, Sunil Kukreti, Varun Sinha, Manali Goel

Planning: Arnab Datta Chaudhuri

Production House: Firecracker Entertainment

Sohini.Sen@BestMediaInfo.com

Info@BestMediaInfo.com

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