Maruti Suzuki’s latest campaign for Eeco aims to strengthen its position as the perfect family car for the entire Indian family.
The TVC created by Dentsu Creative Impact went on air in November on channels including DD National, Hindi GECs and news channels, besides sports channels.
The film is about two families travelling in their cars separately to meet each other: a would-be-bride’s family (from North India) and a would-be-groom’s (from South India). The conversation in both the cars revolves around how their cultures are different, expressing reservations about the prospect of marriage between children from the two families. On reaching the venue, the animosity fades when the families discover that both of them have commuted by the Maruti Eeco. The members greet each other warmly and soon both families start celebrating. A voice over then explains the features of the car such as its size, mileage and air conditioning. The film ends with the boy and girl driving away in the Eeco along with their familes as a voice surmises, 'Happiness family size!'
On the campaign, Harish Arora - national creative director, Dentsu Creative Impact, said,” We are sure it is going to strike a chord with the masses and people will want to watch it again and again. The humour is such that it will lead to the desire for repeated viewing, and the emotional and rational connect (the features and value for money) will help generate stronger brand consideration.”
Arora added, “The uniqueness is in the way we have captured the nuances of two different cultures in a joyful and witty manner and eventually ended (saying) one India one choice.”
Client: Maruti Suzuki India
Creative agency:Dentsu Creative Impact
Account management: Amit Wadhwa, Swapnadip Mazumder, Saif Ahmed, Nutan Ranta
Planning: Kartikeya Srivastava, Nileen Dutta
National creative director: Harish Arora
Executive creative director: Manavjit Mohil
Production house: QED Films.
Director (of the film): Abhijit Chaudhuri
Producer: Smitha Baliga
Music credits: Rupert