Campaign India Team
May 27, 2010

Maruti Alto brings people closer in new TVC

Maruti Suzuki has launched a TVC for its popular small car Maruti Alto. With new emission laws asking for automobiles to be fitted with BS4 engines, the new campaign signals the launch of the Alto’s BS4 compliant version. The TVC shows a young man and woman, who have been set up for a date by their parents, sitting in the new Maruti Alto, and preparing to start on a drive. He asks her if she would like the car’s air conditioner to be switched on, she nods.

Maruti Alto brings people closer in new TVC
Maruti Suzuki has launched a TVC for its popular small car Maruti Alto. With new emission laws asking for automobiles to be fitted with BS4 engines, the new campaign signals the launch of the Alto’s BS4 compliant version.
 
The TVC shows a young man and woman, who have been set up for a date by their parents, sitting in the new Maruti Alto, and preparing to start on a drive. He asks her if she would like the car’s air conditioner to be switched on, she nods. The film then shows their respective parents wishing fervently that the young couple will like each other. The young man asks her to strap on her seat belt, and she seems lost in thought so he straps on the seat belt for her. She seems taken aback at his proximity and there is an awkward moment between the two. As he starts driving, though, the woman starts relaxing noticeably. After some distance, a bigger car overtakes the Alto sharply. The two share a look and the young woman gestures to him, to say ‘Go ahead, overtake that car,’ which he then proceeds to do. As they pass the bigger car, the young woman makes a face at the other driver and the young couple shares a hearty laugh over the incident. 
 
Watch TVC here.  
 
Amer Jaleel, national creative director, Lowe Lintas says the idea was to broaden the Alto’s appeal, while staying true to the brand’s ‘Let’s Go’ positioning. “Our creative director Anand Suspi came up with this thought that as the kilometres in a car progress, the people traveling in the car, come closer. We all live a large amount of our lives with a lot of our closest friends and family in our cars. The campaign is based on the premise of demonstrating how through the journey in a car, people can come closer.”
 
The commercial uses a popular track from the movie Love Aajkal, which has been re-recorded as a jingle. Jaleel says the idea for adding the soundtrack came from Balki, who felt that they could adapt the existing song into a more romantic version for the commercial. The film has been shot by Navdeep Singh for The Reel Company and the jingle for the track has been adapted by music director Sameeruddin. 
 
Credit Details
 
Client: Maruti Suzuki
Title: Rishte
Agency: Lowe Lintas
Chairman and chief creative officer: R. Balki
National creative director: Amer Jaleel
Copywriter and group creative director: Anand Suspi
Creative director: Shayondeep Pal
Art Director: Harpal Singh
Planning: Anurag Prasad
Servicing Team: Amjad Ali, Gaurav Jhingran and Soubam
Exposure: TV, Cinema
 

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Source:
Campaign India