Conceptualised by Dentsu Creative Impact, Maruti Suzuki's new campaign aims to strengthen brand connect on the back of its ‘progressive’ positioning
BestMediaInfo Bureau | Delhi | November 19, 2015
Maruti Suzuki has announced a new brand campaign titled ‘Aaj ke zamaney ki leap’ for its popular hatchback Celerio. The Company aims to reinforce the Celerio brand promise of ‘life takes a leap’ as it bolsters into the next phase of growth.
The campaign ‘Aaj ke zamaney ki leap’ exemplifies progressiveness by showing openness in everyday contexts relevant to young Indians. It intends to reach out to customers by showcasing Maruti Suzuki Celerio as a contemporary car for the new age, progressive Indian.
R S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India, said, “Celerio has been a game- changer for Maruti Suzuki. With its unmatched style, best-in-class cabin space, exciting gizmos, best- in-class mileage coupled with the revolutionary Auto Gear Shift, Celerio lives up to its brand promise of ‘Life takes a leap’ in the life of the consumer. From the first to launch the AGS (Automatic Gear Shift) and super-compact diesel engine technology in passenger cars, it has been creating a delight for the progressive Indian. With this we propose to strengthen brand Celerio’s connect with younger audiences.”
The campaign launched on November 12 will go on for four weeks. Creative agency Dentsu has come up with three different TVCs that use every day scenarios to establish the progressive mind set of the Celerio owner.
Amit Wadhwa, Branch Head and Senior Vice President, said, “Celerio is one brand that has stood for progression right from the time it has been launched. The time we feel is just right for Celerio to own the space of ‘the progressive mind set’, which is so very true for evolving India. The campaign does just that while creating a differentiated space for itself and strengthening its brand positioning of ‘Life takes a leap’.”
In the film, it’s a wife who is tutoring her husband on how to use the Auto Gear Shift. The Cricket film, a special film developed for the sports season showcases how a young girl defeats her twin brother in a game of cricket. The third film in the series has been developed especially for the Southern region and is built around an unusual family where the parents are seen partying till late while a young couple is waiting for them outside. All the films in the series help to establish the thought that Maruti Suzuki Celerio helps you take a modern day leap.
Celerio was launched in 2014 with Auto Gear Shift and has won over 1.3 lakh consumers in a short span of 18 months. It crossed the I lakh sales mark in July this year. It offers driving comfort, fuel efficiency and great value all rolled into one. Celerio is one of Maruti Suzuki’s top selling models and among the top 10 selling cars in India.
Creative Agency: Dentsu Creative Impact, Gurgaon
Branch Head: Amit Wadhwa
Executive Creative Directors: Sumitra Sengupta & Deepak Singh
Creative: Anurag Bhalla, Twisha Ahuja, Piyush Gupta, Shekhar Kumar, Arjun Suri
Production House: Tubelight Films
Director: Prashant Issar