Alto K10 exhorts youth to chase their passion

Auto major Maruti Suzuki has launched a campaign titled ‘Chase your passion’ for the Alto K10 targeting the youth. An ad film created by Lowe Lintas and Partners went on air on 24 June.

The film shows two young musicians in a studio trying to record a song. Not satisfied, composer Sneha Khanwalkar sets out in the Alto K10 with her colleague, saying, ‘Let’s go get the music’. Along the drive, she records various sounds while the supers announce some of the features of the car. The film signs off with the voice over: “Chase your passion – The Alto K10”.

On the brief, Shriram Iyer, executive creative director, Lowe Lintas and Partners, said, "Alto K10 is the zippier and powerful version of the Alto. So, the brief was to communicate that the car is zippier and has a younger tone of voice as a brand. So we came with this script which demanded urgency. We featured a music director and sound engineer working in a studio and not happy with the sound produced. So they leave the studio and zoom out in their Alto K10 to collect sounds from their surroundings. We selected this idea as it was for a younger audience that follows their passions. We wanted to showcase the proposition - chase your passions."

On casting Khanwalkar in the video, Iyer explained, "Alto as a brand has always symbolised spontaneity and at the same time music director Sneha Khanwalkar has has been involved with the ‘Sound Tripping’ project where she collects sound organically. So, she was the ideal fit for the campaign. We rode on Sneha Khanwalkar's identity and cast her in the film. We showed her doing what she normally does when producing music, all we did was add the car and portrayed it as the vehicle with which she does it."

Credits

Client: Maruti Suzuki (Alto)

Creative agency: Lowe Lintas and Partners

Creative team: Amer Jaleel, Shriram Iyer, Uday Shankar Rao, Ankush Pande, ArkoProvo Bose, Tridip Nandi, Ajoy Krishna, Shweta Sharma

Business: Naveen Gaur, Syed Amjad Ali, Hindol Purkayastha, Kunal Sharma,

Planning: Anurag Prasad, Ketaki Chand

Production: Storytellers

Director (Film): Arun Gopalan