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Maruti Suzuki Swift is here to ‘Push Your Limits’

In a campaign conceptualised by Dentsu Impact, the automobile brand used personalities like Vijender Singh, AB de Villiers and Luke Aikins to inspire consumers to go the extra mile

BestMediaInfo Bureau | Mumbai | November 29, 2016

Maruti-Suzuki-Swift Click on the Image to watch the TVC.

In a rebranding exercise, Maruti Suzuki Swift, one of the best-selling brandsfrom the house of Maruti, is celebrating its new positioning with the message ‘Push Your Limits’ in anew campaign. It aims to shift focus from the performance of the car to the performance of an individual who is behind the wheels.

This strategic shift from an aspirational brand to an inspirational one could not be complete without one critical element -- personalities who are admired as symbols of unconventional achievement. The brand plans to launch and embed this philosophy with an action-packed television commercial.

The campaign conceptualised by Dentsu Impactshows personalities like Vijender Singh, AB de Villiers, and the man who jumped out of a plane without a parachute, Luke Aikins. Using these unique ambassadors, brand Swift tells the world that only those who go the extra mile inspire people, not the ordinary.Filled with quotes, match-cuts, high-octane shots and electric music, the commercial is all set to get the pulse racing.

After giving its consumer the much-needed adrenaline rush, Maruti Suzuki Swift will further compliment and spread its philosophy through a 360-degree surround. The campaign was launched earlier this month and is expected to push its past limits.

RS Kalsi RS Kalsi

R S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki, said, “Since the last two years Maruti Suzuki has made a definitive shift in its offerings and positioning in India. Today we have a host of new offering which are at par with international products all the while making them more relevant for the Indian consumer today. Products like Ciazand Brezzaare becoming one the highest selling models, a proof of the fact the consumer today has appreciated the new product offerings. This excitement and effort has to be taken to the existing portfolio of brands also. With Swift being one of our star brands, it was important we bring in the sheen and attention back on the brand. The new commercial is just the right step on that route, where we bring in the dynamism on to Swift in a way like never done before.”

Vinay Pant Vinay Pant

Vinay Pant, Associate Vice-President, Marketing, Maruti Suzuki, said, “The new Maruti Suzuki Swift campaign is here further our mission of being seen as new and more dynamic Maruti Suzuki. With a strong message like ‘Push Your Limits’, the brand aims to shift from the performance of the car to the performance of an individual who is behind the wheels. This strategic shift from an aspirational brand to an inspirational one will surely connect with our target audience.”

Anupama Ramaswamy Anupama Ramaswamy

Anupama Ramaswamy, Executive Creative Director, Dentsu Impact, said, “With the new campaign of ‘Push Your Limits’, we aim to go beyond the mundane ‘product-talk’. It’s an attitude thatsymbolisesthe people who drive the car,those who challenge and push themselves. And that’s why the personalities shown in the commercial are not your regular models, but heroes who inspire.The car moves exactly like them in the commercial while the match-cut editingmaintains the tempo and adrenaline rush from the word ‘go’.”

The TVC:



Client: Maruti Suzuki India

Creative Agency: Dentsu Impact

Marketing Team: Vinay Pant, Tarun Gandhi, Rajesh Nagarajan, Aditi Singh

National Creative Director: SoumitraKarnik

Creative team: SoumitraKarnik, AnupamaRamaswamy, Deepak Singh Bhandari, Binesh Sharma

Account management: HindolPurkayastha, Karun Arora, Nikhil Bhagi, and SnigdhaJha

Account planning: Kartikeya Srivastava, NilakshiMedhi, SabithaSudarshan

Production house: Flying Pigs

Director (film): Ehsan Bhatti

Producer: SalilKhurana and Suhana Sharma


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