Moving up in life is a dream that is cherished by all. For most people, moving up in life means an upgrade not just for themselves but also for their loved ones. Bringing this insight to life, Maruti Suzuki launched its latest campaign ‘Move Up’, for its brand, the 2020 Dzire.
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Conceptualised and executed by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network (DAN) India, the campaign introduces the latest edition of sedan, the 2020 Dzire.
With the all-new 2020 Dzire, Maruti Suzuki has introduced an offering that provides an upgrade not just for the owner of the car, but to every member of his or her family. It features a strikingly new and bold front fascia with a premium single aperture front grille and bold chrome accents. Moreover, the sedan also has spacious and stylish interiors with champagne trim accents. It is powered by the advanced K-series Dual Jet and Dual VVT BS6 petrol engine with an idle start-stop (ISS) function. For enhanced customer convenience, the advanced features include cruise control and auto foldable ORVMs with key sync. The enviable feature list, thereby, makes the 2020 Dzire a perfect car for those who go out of their way to provide their family an advanced experience.
The film has been released on television with a longer edit on digital. The campaign film is supported by elements in print, OOH and social media. It captures the story of a father who celebrates his success by going out of his way to fulfil his daughter's wish with the help of his 2020 Dzire. The digital short films are feature-led, integrating them seamlessly within the storyline itself. The campaign will be live till mid-August.
Shashank Srivastava, Executive Director, Marketing and Sales, Maruti Suzuki India, said, "With over 55% market share in its segment, Dzire is the preferred sedan of over 20 lakh customers. Building on an overwhelming customer response, the 2020 Dzire offers next generation K-series engine with segment-first idle start-stop technology (ISS), an upgraded premium exterior design, refreshed interiors, and advanced features. As a company, we have believed in bringing technologies that benefit the customers. The 2020 Dzire will help us to continue with our brand promise, to offer products with state-of-the-art designs and advanced technology to delight our customers."
He added, "The introduction of the advanced K-series Dual Jet, Dual VVT BS6 petrol engine with idle start-stop (ISS) function makes it more desirable, low on emissions with best-in-class fuel efficiency."
Anupama Ramaswamy, National Creative Director, Dentsu Impact, said, "When it comes to Indian families, moving up never happens alone. Right from our childhood, we have seen our fathers work tirelessly, selflessly and go to any length to make every little wish, every little desire come true. With the 'Move Up' campaign, we celebrate this emotion and tell all fathers that the 2020 Dzire is by their side to see each and every desire of their loved ones come true."
Amit Wadhwa, President, Dentsu Impact, added, "The idea of ‘Moving Up’ together with your family is one that resonates with every Indian. And when it comes to cars — moving up and togetherness is exemplified quite well in a sedan, especially by Dzire, which is the top choice for millions of people. The communication created around the car reflects just that and if I may add... quite beautifully!”
Client: Maruti Suzuki India Limited
Agency: Dentsu Impact
President: Amit Wadhwa
Chief Creative Officer: Soumitra Karnik
National Creative Director: Anupama Ramaswamy
Copywriter: Uday Dayal
Account Management: Karun Arora, Arjan Soni, Dipti Sinha
Production House: Crazy Few Films
Director: Sharat Kumar
Producer: Viraj Gawas
Music: Abhishek Arora
Singer: Abhishek Arora
Editor: Aman Shukla