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The new Alto K10 talks to the ‘chase generation’

The campaign, conceptualised by Lowe Lintas, reflects the chase attitude of its TG which comprises the young and zippy who are not willing to wait for life to take its own course

BestMediaInfo Bureau | Mumbai | November 5, 2014

Alto-K10 Click on the image to watch the TVC.

Maruti Suzuki Alto has unveiled a campaign for its all new Alto K10, which takes viewers through the new features of the car. The campaign, conceptualised by Lowe Lintas, reflects the chase attitude of its target audience, through a young boy who takes on a playful challenge thrown by his girlfriend. The car brand has defined its TG as the ‘chase generation’- comprising the young and zippy, who are not willing to wait for life to take its twists and turns, but chase their dreams.

The story is set against the backdrop of a chase between a young boy and his girlfriend. The boy proposes to the girl, who, in turn, teases him and challenges him to chase her, while she takes off for a paragliding sortie. The young boy spontaneously decides to chase the girl in his new Alto K10. As the girl reaches the landing site, she is surprised to see the boy waiting for her with a ring. The girl is bowled over and accepts his proposal.

Naveen Gaur Naveen Gaur

Speaking about the new campaign, Naveen Gaur, President, Lowe Lintas, said, “The new K10 is a peppier Alto, ideally suited for the young urban Indians. The communication for it must revitalise the brand’s integration with their lives. Setting up the new K10 as the car for the ‘chase generation’ accomplishes the task beautifully by bringing together a consumer attitude, the spirit of spontaneity, that is intrinsic to Alto, and giving raison d'être to the peppy performance of the car.”

The TVC shows off locales that have previously not been explored and is accompanied by a peppy song, sung by Siddharth Mahadevan (of ‘Zinda’ track fame from the movie ‘Bhaag Milkha Bhaag’). The film beautifully captures human emotion, and the attitude of chasing what one desires.

The campaign went on air from November 4, and will be promoted across television, outdoor and digital, to popularise the new offering to the masses.

The TVC:



Agency: Lowe Lintas

Client Team: Manohar Bhat, Himanshu Dahiya, Tushar Agarwal, Gaurav Aggarwal

Creative Team: Amer Jaleel, Shriram Iyer, Abhishek Dey, Prasad Venkatraman, Nisheeth Srivastava, Ajoy Krishna, Gautam Bhasin, Rahul Swami, Ishita Misra

Business Development: Naveen Gaur, Syed Amjad Ali, Jaten Jais, Kunal Sharma, Shreya Bansal

Account Planning: Anurag Prasad

Production: Chrome Pictures

Director:  Manoj Pillai

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