Conceptualised by Dentsu Creative Impact, Gurgaon, the campaign titled ‘The sweets are on us’ spans television, radio, print, outdoor, digital, cinema, activations, BTL
BestMediaInfo Bureau | Mumbai | August 20, 2015
After leading its segment for the last three years, Maruti Suzuki DZire has now crossed the 1 million units sold mark, making it a part of `the elite million club’. To celebrate the feat, Maruti Suzuki rolled out ‘the sweets are on us’ campaign on July 31, 2015, which went on air on August 10. The entire campaign has been conceptualised by Dentsu Creative Impact, Gurgaon.
The objective was not just to announce the 1 million milestone, but also to enhance ‘dzireability’ for the brand, making it more aspirational for the younger audience and at the same time reinforcing the pride associated with owning a DZire.
The underlying thought was to find an expression of celebration in the Indian context, to celebrate not just a number but a million DZire owners who made this achievement possible. In India, success stories are always served with sweets, an insight that became the core idea behind the ‘the sweets are on us’ campaign.
The communication sought to share the joy with everyone, so TVCs, city-specific radio spots, billboards and print ads, and dedicated digital microsite, all of these mediums have been directing the consumers to the sweetest destinations to be at. Maruti Suzuki is also offering sweets inside malls, outside of movie theatres, and inside airplanes.
This idea also became the inspiration for sweet works of art – The Mega Edible Art Installations, created by celebrated installation artists in the country. The first of the two Edible Art Installations, DZire Cityscape, was created by Gopal Namjoshi and was savoured by everyone in Ambience Mall, Gurgaon on August 1 and 2. The second Edible Art Installation – Sweet Surprise – is being created by Rajesh Sawant to give this campaign a sweet finish at the Inorbit Mall, Malad, Mumbai on August 22 and 23.
While the essence of all the three 25-second films is the same – to use sweets to announce the one million milestone; the celebration is different for all three. In the ‘Family’ film, we see parents trying to cheer up their daughter who has lost a video game. In the ‘Friends’ film, it is the one-upmanship story between two office colleagues. In the ‘Kids’ film, the children are seen indulging in their sweets. The 60-second master film, helps establish the thought that the source of all the joy and sweetness shared across families and friends is Maruti Suzuki DZire.
Speaking on the sweet success, RS Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India, said, “Ever since its launch in 2008, this sedan has had a special place in the heart of Indian customers. Today, it has found a home with more than 1 million happy families in India. We wanted to share the joy with not only the DZire owners, but with everyone. So, be a part of the celebrations, the sweets are on us.”
Amit Wadhwa, Branch Head/ Senior Vice-President, Dentsu Creative Impact, added here, “Since the start, the intention was to look out for new and unconventional ways to communicate. The Mega Installation that you can eat, and sweet films and radio spots made to support the sweet work of art made for a strong foundation for this campaign. To build it up further, digital media interface is used aptly to connect with the Dzire owners individually, and various other touch points like cinema halls, airlines and malls across the country to let everyone know that the sweets are on Maruti Suzuki Dzire.”
Sumitra Sengupta, Executive Creative Director, Dentsu Creative Impact, said, “The task for the creative team was very clear. Go all out to create a 360 degree nationwide campaign with the intent to touch maximum hearts through multiple touch points, to engage more and more people and partner them. Sweetest radio spots and sweetest films to tease your sweet tooth, and the irresistible chocolate installation to appease it.”
“The expectation is to touch base with each individual, enhancing desirability for the brand while ensuring pride association with owning a DZire. This milestone is not just an achievement, but a benchmark to the brand’s growth. Hopefully, it marks a new beginning for the brand DZire,” said Deepak Singh, Executive Creative Director, Dentsu Creative Impact.
Client: Maruti Suzuki DZire
Creative agency: Dentsu Creative Impact, Gurgaon
Branch Head: Amit Wadhwa
Executive Creative Directors: Sumitra Sengupta, Deepak Singh
Creative: Anurag Bhalla, Hitesh Razdan, Sourabh Ahuja, Amit Sharma
Account Management: Arvinderjit Singh, Asif Shakeel, Raghvendra Singh, Anushka Kapoor, Sidharth Jaggi, Astha Jain
Account Planning: Kartikeya Srivastava, Krittika Chakraborty, Anupama Yadav
Agency Films Team: Suprotim Day, Dawa Lama
Production House: Red Ice Films
Director: Siddharth Sikand
Producer: Darshan Gokani, Vandana Singh
Installation Artist: Gopal Namjoshi [Gurgaon], Rajesh Sawant [Mumbai]