Arati Rao
Mar 21, 2011

Focus stays on Indian men and their love for the SX4, in new campaign for diesel variant

WATCH the TVCs by Lowe Lintas

Focus stays on Indian men and their love for the SX4, in new campaign for diesel variant

The launch campaign for Maruti Suzuki's SX4 ran with the tagline "Men are back". Now ready with a diesel variant, the focus in the new campaign stays on the Indian male and his obsession with the car.


In the TVCs created by Lowe Lintas, women are left waiting in various situations (outside a hospital delivery room, karva chauth night, at a date, and a wedding) by their men, and when asked whether the reason is the SX4 Diesel, they resignedly agree, "Yes, it's here." As the scene changes to the men enjoying their new cars, the voiceover says, "Now men will make everything else wait."

Shashank Srivastava, chief general manager (marketing), Maruti Suzuki India, said, "The first task was information, and therefore greater reach, for people to know SX4 Diesel has been launched. The second task was that the SX4 Diesel positioning should be clear and it cannot be too different from that of the SX4 brand, which was 'Men are back'. The initial measurements for the ad's effectiveness are coming out to be very positive. In terms of media, the reach is very large because we're doing it at the time of the World Cup and the TVR is extremely high. Our target group is also matching the audience of the World Cup which is largely male-dominated."  

The campaign is also extended to web, radio, outdoor and print.

Credits :  

Client: Maruti Suzuki
Agency: Lowe Lintas
Creative: Amer Jaleel, Deepesh Jha, Akashneel Dasgupta, Mohit Arora, Ajoy Krishna, Manzoor Alam, Soumyarka Gupta, Anshul Nagpal
Planning: Anurag Prasad
Business: Syed Amjad Ali, Sonia Upadhyaya
Producer: Big Picture Company
Director: Sabal 

Campaign India

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