Maruti Suzuki India Limited (MSIL) has unveiled a three-part communication campaign to support the launch of its latest hatchback, Ritz.
“Ritz is positioned in the A2 segment and is aimed at urban men in the age group of 28-35 with a monthly income of Rs. 50,000 to 75,000,” explained B. Vivek, assistant general manager, Maruti Suzuki India Ltd. “The objective of the campaign is to establish Ritz as the car of choice for modern urban families with an international outlook and strengthen Maruti's position in the A2 segment, which is the largest and fastest growing segment in India, with a slew of international players lined up to take a share of this pie. “
The first stage comprised a teaser to create excitement about the May 15 launch, followed by an entry spot that single mindedly focused at showcasing the car and romanticizing its unique design details like boomerang tail lights and outstanding road presence.
Watch the TVC here:
Finally, the recently-unveiled development commercial aims to weave in glimpses of a typical Ritz consumer and his lifestyle, thereby bring alive the creative concept, ‘Live the Moment.’
Said Junichi Minohara, vice president & executive director, Dentsu Creative Impact, “The new Ritz is a unique amalgamation of fun and practicality. The car is aimed at people who have a purpose and know how to have fun. They're the people who value every moment, whether going on a family outing; leading a project at work or spending time with the boys. They're the people who simply 'Live the Moment' and achieve a perfect balance between purpose and fun.”