TBWA\India has rolled out a new campaign for the Maruti Suzuki Spare Parts division for their brand, Maruti Genuine Parts (GP). The core thought behind the campaign is that 'every part is vital'.
The film opens with a shot of a husband and wife entering a shop and asking the shop keeper for a backbone. The man wants to 'replace' his spine and goes to a 'spare parts' shop for various human body parts. Here the shop keeper, typically tries to sell the backbone to the man, telling him its good value for money and just like the orignal part. The man goes to the changing room, to try out his 'new' body part. When he comes out with his new backbone, he can't stand straight and learns a hard lesson for buying something that's not orignal. The shop keeper then offers to show them a pair of new ears.
WATCH TVC below
Commenting on the new TVC, Mayank Pareek, managing executive officer, marketing and sales, MSIL, said, "As a market leader in Indian Auto Industry we want consumers to be aware that like a human body, every part of a car is important and crucial. Today the cars are made of several high tech sophisticated parts & components and it is imperative to use genuine parts. That is the reason Maruti Genuine Parts go through tough quality checks and processes, and are tailor-made for your dream car. After all every part is vital."
Rahul Sengupta, national creative director, TBWA\ India, said, "The film very poignantly describes the fate of your car if you choose to use spurious spare parts. The situation is deliberately exaggerated to shock people out of their indifference to what is actually a very critical decision."