Short is powerful as WagonR goes for a 10-seconder
The campaign, conceptualised by Dentsu Creative Impact, uses the election environment and urges people to vote smart
Sohini Sen | Mumbai | May 6, 2014
Click on the image to watch the TVC.
WagonR, the compact car from the Maruti Suzuki stable, believes in the idea that shorter campaigns can bring the biggest changes. So, the brand's newest campaign is a 10-second TVC which poses a serious question. Conceptualised by Dentsu Creative Impact, the campaign tries to reinforce WagonR as the smart choice. It uses the current favourite topic – General Elections – to drive its point to the masses.
WagonR is quite a favourite with the masses. In the lower A2 segment, WagonR stands for smart, intelligent and value for money. However, with newer brands coming into the market, it was important for the brand to reinforce their positioning in the minds of their target audience.
According to a Maruti Suzuki spokesperson, “WagonR is one of the leading brands from Maruti Suzuki. For an established brand, it becomes imperative to be constantly relevant to our audience and look for opportunities to reinforce our core positioning of 'smart'. We felt the elections were a perfect fit.”
“India is not the same India it used to be, say, 10 years back. With mobile connectivity and cable television, people living in smaller towns are now much aware about what is happening. And in the current Indian election scenario, the new, smarter India looks beyond the hullabaloo and consciously decides what's right for the country and not just themselves. And WagonR, which stands for smartness, salutes this new India,” explained Shantanu Mukherjee, Executive Creative Director, Dentsu Creative Impact.
The TVC opens with a man lurking suspiciously next to a parked WagonR. When the owner arrives, the man tries to hand him a bundle of cash. He says to the owner, “Take the money and give me the car.” The owner naturally refuses. As the owner drives away in his WagonR, he asks viewers, “If you wouldn't sell your car for some money, why would you sell your country out?” The TVC ends with a request to all Indians to vote responsibly.
The idea behind the campaign is to engage the smart Indian voter. The current election are not just about practising your rights, but more about responsibility towards making systemic changes, voting for the right people, voting for the right reasons.
Amit Wadhwa
Amit Wadhwa, Senior VP and Branch Head, Dentsu Creative Impact, added, “Staying relevant in the minds of the consumer is extremely important for every brand. Being topical is one interesting way of doing it, but the topics you choose to stay relevant also need to resonate with the brand. And when it came to brand WagonR, General Elections was a perfect fit. Since 'smart' is the positioning that the brand is based on, urging India to 'vote smart' was a natural extension.”
The campaign broke on April 9. Bsides TV, the campaign will be extended to the Digital medium.
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