Dentsu Impact, the creative agency from Dentsu Aegis Network, has created a new campaign to celebrate the pan-India launch of Maruti Suzuki’s Super Carry, a commercial vehicle (LCV).
The campaign has been themed ‘Mera Dumdaar Yaar’, highlighting the dumdaar features of the powerful mini-truck that depicts easy handling and stability of the deck across different geographical terrains, excellent mileage and comfortable drivability of the vehicle throughout long commutes.
RS Kalsi, Senior Director, Maruti Suzuki, said, “With Super Carry, we target to fulfil the business needs of our customers. Super Carry is a robust load carrying vehicle that is made for carrying large loads yet offers high fuel efficiency. Moreover, our strong service network brings a huge assurance to the customers.”
Kalsi added, “Maruti Suzuki has changed the way India drives; similarly, Super Carry brings in a revolution in the LCV segment. To reach out to more customers, we have opened 235 outlets which are selling this vehicle in more than 190 cities. Super Carry today has crossed 20,000 in sales, with 10,000 sold just in the last six months.”
Kalsi explained, “With the latest Suzuki technology, best-in-class power, superb mileage, Super Carry has proved to be the owner’s pride and competition’s envy. The Maruti Suzuki commercial channel stands for trust and is built on the core values of partnership with our consumers when it comes to understanding and designing products and service practices.”
Speaking on the campaign, Amit Wadhwa, President, Dentsu Impact said, “Maruti Suzuki is a leader when it comes to passenger cars. So, when a company like Maruti Suzuki decides to launch a commercial vehicle, it has to be special in terms of the product and its communication. Super Carry being the reliable mini-truck, deserves a communication that connects with its audience. This campaign, according to me, does just that.”
Anupama Ramaswamy, National Creative Director, Dentsu Impact said, “The audience for a commercial vehicle is very different from that of a passenger car. Therefore, it was important to look at ways in which we could connect with the prospective buyer both functionally, as well as emotionally. This is what finally led us to the campaign idea ‘Mera dumdaar yaar’ or ‘Your partner on the road to success and winning respect’.”
The campaign has been rolled out in 11 languages and on multiple mediums ranging from TVC, print and radio, which has been able to generate high resonance with customers belonging to different geographies.
In 2016, Maruti Suzuki ventured into the commercial vehicle segment with the pilot launch of Super Carry in three cities. The company managed to establish a strong foothold in the light commercial vehicle (LCV) space in 2017-18, selling more than 10,000 units. Its smooth car-like handling, roomy interiors, superior overall comfort and advanced safety features make the Super Carry the perfect Dumdaar saathi.