Raahil Chopra
Jul 05, 2011

Maruti reinforces refined masculinity in its new TVC for the SX4

WATCH the TVC created by Lowe Lintas here

Maruti reinforces refined masculinity in its new TVC for the SX4

Following the launch campaign for the Maruti Suzuki's SX4 diesel variant, the automobile manufacturer has rolled out a new TVC for the sedan. With this, Maruti continues to target the Indian male and his obsession with the car.

Watch the TVC (story continues below)



The TVC, created by Lowe Lintas, shows a man in various situations curbing himself in different situations. The first situation shows him participating in a boxing match, where he’s forced to control his attack on his opponent because of the rules of the sport. In the second situation he is shown getting onto a bike on a beach to take part in a race but has to curb himself because his wife asks him to take their child along. The third situation shows him waiting for his colleagues for a business meeting. Just when he decides to leave, they show up, which forces him to wait for the meet. After curbing himself throughout, he lets himself loose when he gets into his Maruti SX4. The film ends with shots of him driving the car, along with a super which displays the tagline, ‘Men are back’.

Commenting on the TVC, Shashank Srivastava, chief general manager (marketing), Maruti Suzuki India, said, "We started production of the diesel variant of the SX4 in March. Continuing with our tagline, 'Men are back', we have been looking to reach out to our consumers in a more sophisticated manner. The last TVC, created during the launch of the diesel variant, started that and this TVC builds on that. In this TVC we show men curbing themselves in different situations, proving that they SX4 owners are sophisticated." 
Client: Maruti Suzuki India
Agency: Lowe Lintas
Creative: Amer Jaleel, Deepesh Jha, Akashneel Dasgupta, Mohit Arora, Ajoy Krishna, Manzoor Alam, Soumyarka Gupta and Anshul Nagpal
Planning: Anurag Prasad
Business: Syed Amjad Ali and Sonia Upadhyaya
Producer :Red Ice Films
Director: Roman Valent

Campaign India

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