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Maruti Suzuki Celerio taps the festival fervour in Gujarat

The campaign designed by Dentsu Creative Impact got underway from September 11 and will continue till October 22 and includes TVCs, print ads, radio spots, digital, cinema and outdoor

BestMediaInfo Bureau | Delhi | September 15, 2015


Maruti Suzuki has geared up for the festive season with the rollout of ‘Celerio Dil Thi Gujarat Maate’, a special campaign designed by Dentsu Creative Impact exclusively for the Gujarat market. The campaign is aimed at leveraging the popular Navratri festival to strengthen Maruti Suzuki’s connect with customers and promote sales.

This is for the first time that Maruti Suzuki is organising such a customised market-specific campaign to connect with the customers at a local level in Gujarat. The campaign includes a host of interesting activities, including TVCs, print advertisements, radio spots, digital, cinema and outdoor, which are designed in Gujarati language and reflect the unique culture of the state. All these activities will reach out only to the audience of Gujarat.

Elaborating on the campaign, Vinay Pant, Head of Marketing, Maruti Suzuki India, said, “This is for the first time Maruti Suzuki is doing such an innovative campaign at a local level. The flavours of Gujarat and Navratri as an occasion have been specially used to create a bond at a local level and bring out various aspects of the brand and the product. With this step, we hope to further strengthen the success of brand Celerio that already has been doing exceptionally well since launch.”

Amit Wadhwa Amit Wadhwa

Amit Wadhwa, Branch Head, Dentsu Creative Impact, added here, “To unlock the full value of the customer in a local campaign like this, it was imperative that we talk to the customer in his language and create empathy for the brand. Navratri, the biggest festival in Gujarat, gave us the opportunity to create a connect between the people of Gujarat and the brand. The campaign aims to reflect on the different aspects of their life and how the brand and the product complements them.”

The campaign will run from September 11 to October 22, 2015. Other activities during the period include display at malls, bowling alleys and a digital engagement contest, ‘Style Icon’ of Gujarat.

Celerio was launched by Maruti Suzuki in 2014 and has already crossed the 1 lakh sales milestone.


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