Raahil Chopra
May 21, 2010

Buy genuine spare parts: TBWA's new campaign for Maruti GP

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'.

Buy genuine spare parts: TBWA's new campaign for Maruti GP

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."
 
Credits
Project: Maruti Genuine Spare parts
Client: Maruti Suzuki
Creative agency: TBWA\India
National creative director: Rahul Sengupta
Creative director: Anirban Sen
Copy: Anirban Sen, Kingshuk Dey
Art: Somenath Chakrabarty, Gaurav
Planning: Nirmalya Sen, Shubhrojyoti Roy
Client  servicing: Rajesh Kochhar, Neetika Aggarwal, Rohan Bharel
Production house: Corcoise Films
Director: Prashant Issar
 

 

Source:
Campaign India