Capital Advertising has come up with a new campaign for Maruti Suzuki, based on the fuel efficiency aspect that Maruti Suzuki looks to deliver with their cars.
The three advertisements in the campaign show a tank, yacht and a spacecraft (Juno) being sold to potential customers/on-lookers. After listening to all the specifications relating to the performance of the three "vehicles", all the people have only one question - "Kitna deti hai?" The voiceover of the three advertisements then says, "For a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars."
Joy Mohanty, senior creative director at the agency, explained the brief and the idea in an email interview with Campaign India. "Maruti Suzuki has clear leadership when it comes to cost of ownership. This has three facets - fuel efficiency, maintenance and resale. The brief for these commercials was to communicate fuel efficiency, an area where Maruti Suzuki has traditionally been the leader," he said. The insight that mileage is something Indians have always obsessed about is what the commercials are leveraged on. "It is ingrained in our psyche. We're constantly comparing mileage figures, whatever the vehicle we drive," said Mohanty.
The online phase of the campaign will break shortly.
WATCH the three TVCs here
Creative head: Parshu Narayanan
Senior creative director: Joy Mohanty
Vice president (Maruti Suzuki Corporate Brand): Papiya Tahiliani
Account manager (Maruti Suzuki Corporate Brand): Kunal Sharma
Production house: Footcandles
Producer: Anand Menon