The new campaign, conceptualised by Dentsu Creative Impact, for the sporty looking limited edition Swift Glory draws a parallel between the world of sports and the real world
BestMediaInfo Bureau | Delhi | October 15, 2015
Maruti Suzuki Swift has been known for its performance. Launched in 2005, it essentially created the hatchback segment. With now over 1.3 million owners, Swift celebrated its 10th Anniversary earlier this year. In this journey, Swift has created some exciting limited editions such as the Swift RS, Windsong and many more. Their latest campaign celebrates another addition to the list – the sporty looking limited edition Swift Glory.
The film shows cool stylish guys driving the Swift Glory while the rest of the world watches them drive by. Some watch as ‘spectators’, some like fans gawk at the car, some are the cheerleaders, while some are commentators, some like the neighbour’s dog are critics that barks as the Swift drives by, while some like the rally that passes by are the ‘Sloganeers and Chanters, Ravers and Ranters’. Finally, the guys park their vehicles and strut out of the cars as the voice over concludes, ‘Then there are the players… The limited edition Swift Glory is for the Players’.
The campaign, conceptualised by Dentsu Creative Impact, is supported with a full-fledged 360 campaign with television, cinema, radio, digital and activation.
Commenting on the idea behind the campaign, Titus Upputuru, National Creative Director, Dentsu Creative Impact, said, “The idea draws a parallel between the world of sports and the real world. Just like in a sports world, there are players and there are spectators, fans, cheerleaders, etc., the film shows that the new sporty looking limited edition of Swift creates a new distinction between those who are the players and those who are not. The sporty looking limited edition from Swift is a great looking product. And we had great fun creating this campaign.”
Amit Wadhwa, Branch Head, Dentsu Creative Impact, added here, “If there ever was an iconic performance car in India, it was always the Swift. The new sporty looking limited edition, thus presented us an opportunity to drive in that message and we are extremely happy with the results. The attempt was to bring in the sports connect in a way which gives the brand an attitude and badge value that consumers would be eager to own. I feel the swagger inherent in brand Swift was missing for a while and our effort has been to bring that back.”
“There is a player in each one of us and the new Swift Glory intends to bring that out. The new sporty looking limited edition takes inspiration from sports and racing. It comes with an exciting range of features such as body graphics, multimedia system and sporty interiors. We are positive that the limited edition would be as loved as the earlier versions. Brand Swift has constantly evolved over the past 10 years to become one of India’s favourite cars. With over a million cars on road, our challenge is to constantly keep the excitement up and engage with consumers in newer ways. The Swift Glory limited edition is exactly the kind of change we want to create, thereby keeping the thrill and love for the brand at a high,” said RS Kalsi, Executive Director, Maruti Suzuki India.
Client: Maruti Suzuki India
Brand: Swift Glory
Creative agency: Dentsu Creative Impact
National Creative Director: Titus Upputuru
Senior Creative Directors: Auryndom Bose, Neharika Awal Creative Team: Titus Upputuru, Neharika Awal, Auryndom Bose, Chinmoy Bhowmik, Nitin Gupta, Vandana Pant, Deepali Agarwal, Yathrath Sahu Account Management: Hindol Purkayastha, Ashit Chakravarty, Nikhil Bhagi
Account Planning: Kartikeya Srivastava, Nilakshi Medhi, Sabitha Sudarshan
Films: Dawa Tsering Lama
Brand Manager: Rajesh Nagarajan
Director of the film: Shimit Amin
Director of Photography: Sejal Shah
Photography (print): Bikramjit Bose, Senthil Kumar
Production (print): Karma Productions