Maruti Suzuki celebrates the milestone of sales of 30 lakh Alto cars through an emotional ad film conceptualised by Dentsu Creative Impact
BestMediaInfo Bureau | Mumbai | March 29, 2016
After a long journey of films highlighting the features of the car, Maruti Suzuki has now released an ad film for its brand, Alto, connecting emotions on the ‘First Ride’ concept. Celebrating the sales of 30 lakh cars and connecting it to the 30 lakh families that the brand has touched, the film is classy, sophisticated and possibly targets a more aspirational target group.
Conceptualised by Dentsu Creative Impact, Gurgaon, the one-minute-long ad film talks about ‘Pehli Sawaari’ depicting the children riding on the back of parents and grandparents. Incidentally, the film doesn’t really show the product – the Alto Car – till the last shot of the film, which clearly takes the positioning a level up than its previous communications.
RS Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India, said, “From offering a dream of owning a car, Alto reflects the changing India. While Alto’s true essence lies in its remarkable fuel efficiency and performance, it has a zippy and sporty design and premium features that appeal to the customer. Over the years, Maruti Suzuki has kept the brand rejuvenated with latest technology, features and design. These initiatives have helped in creating countless memories of fun, trust, togetherness, friendship and love with our customers, fulfilling the dreams and aspirations of 30 lakh families."
The film is part of a 360-degree campaign – TV, print, cinema, radio, digital and activation. The campaign takes a loving look at this relationship that all of India has with its favourite first car the Alto. The metaphor is one of the most universal signifying a ride – the piggyback or horseback ride that a child plays with his parents or immediate family. The TVC captures the trust that Indians have in the Alto, much like the trust a child has towards the parent. But the creative also captures the joy and innocence of the first ride. The film depicts children from the length and breadth of the country enjoying the horseback ride with parents and grandparents.
From the makers
Titus Upputuru, National Creative Director, Dentsu Creative Impact, said, “As we started thinking about this huge milestone that Alto has achieved, we thought why don’t we celebrate the families instead. We all remember getting on the back of our fathers and mothers and taking our first ride. It just seemed so appropriate to use this metaphor as it dials up nostalgia. Working with so many children was a delightful experience.”
Amit Wadhwa, Senior VP and Branch Head, Dentsu Creative Impact, added, “Its beyond just a milestone, it’s a testament to how many lives Alto has touched over the past years. It’s a car that has been in the family across generations and continues to be among the favourites for first-time car buyers. The simplicity of the idea is in using kids and their parents for the first ride should move not just current and past owners, but also future intenders.”
Creative take of experts
Most creative experts believe that the ad film truly captures and celebrates the emotions of families. The film also gets full marks on the technical implementation of capturing the wonderful smiles and emotions. Considering the affordability card played by the brand in the past, it is quite ok to use the first ride effect in connection to Alto.
However, the scope of the line ‘first ride’ is not completely tapped, according to Jitender Dabas, Chief Strategy Officer, McCann Worldgroup India.
“The idea of an Alto being 'the first ride' for lakhs of Indian families is a fact now and not necessarily a powerful emotional thought by itself. For me the ad stops at being a montage of nicely shot, warm, mushy visuals and I miss any powerful insight around 'my first ride' that could've made the creative more powerful. So, I find it low on engagement. But then, may be the brief was just a tribute to the 30 lakh Alto owners and nothing more,” Dabas commented.
On the other hand, Prathap Suthan of Bang In The Middle appreciated the brand’s effort of leaving the affordability card behind and moving to an emotional level. “Maruti has generally been a brand with little downmarket ads. However, this one is many steps above, with some decent upper middle class people and an emotional story to tell.”
However, Suthan points out that it might also be because it is not the cheapest car in the market anymore. He said, “The fact that the product is shown at the end of the ad film speaks a lot about how the brand is focusing on celebrating the purchases of those 30 lakh families, rather than talking about the product.”
Client: Maruti Suzuki India
Client team: Vinay Pant, Tarun Gandhi, Priyanka Mehta
Creative agency: Dentsu Creative Impact, Gurgaon
National Creative Director: Titus Upputuru
Creative team: Titus Upputuru, Neharika Awal, Auryndom Bose, Chinmoy Bhowmik, Bhavdeep Singh, Nitin Gupta, Vandana Pant, Deepali Agarwal and Yathrath Sahu
Account management: Hindol Purkayastha, Prayank Tyagi, Arjan Soni, Shashank Upamanyu and Himanshu Wahi
Account planning: Kartikeya Srivastava, Nilakshi Medhi and Sabitha Sudarshan
Films: Dawa Lama
Production House: Chrome Pictures
Film Director: Amit Sharma
Producer: Poonam Wahi
Music: Abhishek Arora
Still Photographer: Tarun Vishwa
Production house: Glitz Modelling