Second campaign for the Maruti DZire switches focus to car owner

Lowe Lintas has created a new TVC for Maruti DZire, positioned as the “Heart car of India”. This is the second campaign launched for the car that is currently the largest selling in its category of sedans. The first TVC was part of the 2009 launch campaign for the sedan which focussed on the looks of the car. In this TVC, Maruti wants to focus more on the person who owns the car and the values he has.

WATCH the TVC (story continues below) 

The film for the DZire shows a school-going kid who has lied to his friend  that he has seen snow. He asks his father later, when they’re in the Maruti DZire, if he has ever lied and his father responds by sternly telling him to tell the friend the truth the next time he meets him. Seeming a little disturbed with the discussion with his father, the boy goes to sleep. He wakes up the next morning in the backseat of his car, and is surprised as his father is driving him through areas filled with snow. The film ends with shots of the car and the boy jokingly asking his father if he can tell his friend that he’s seen a desert too.

Commenting on the TVC, Amer Jaleel, national creative director, Lowe Lintas, said, “The DZire symbolises a family car. The launch TVC showed the looks of the car and we communicated that with the use of a girl, low on confidence, who loves the attention she commands when she goes for a drive in the car. This TVC shows more about the person who owns the car. The story we created shows how the dad spotted the latent desire of his son wanting to see snow and him fulfilling the desire by driving him to a snow filled place in his DZire.”On the brief given to Lowe Lintas for this commericial, Sanjeev Handa, deputy general manager, marketing, Maruti Suzuki, said, “The DZire is currently the largest selling car in its segment but we still wanted to take the car to the next stage. We wanted Lowe to carry on with the family car image the DZire portrays. The idea Lowe provided was really good as it fitted with what we wanted to communicate for the car.”

The campaign for the DZire is led by television commercials with outdoor as well as in-showroom displays.

Credits:

Agency: Lowe Lintas

Chairman and CCO:  R. Balki

National creative director: Amer Jaleel

Executive director:  Naveen Gaur

Executive creative director: Deepesh Jha  

Vice president – planning: Anurag Prasad

Vice president: Tanul Bhartiya

Senior brand services manager: Ashwarya Yadav

Creative producer : Rishi Chandna

Production house:  Chrome Pictures

Director: Amit Sharma