Maruti Suzuki’s entry level compact Alto has crossed the milestone of 30 lakh cars. An integrated campaign to mark the achievement includes a minute-long film, conceptualised by Dentsu Creative Impact.
The film adopts the theme ‘India ki pehli sawaari’ (India’s first ride), and features children riding on the backs of crouched elders. The camera captures the joy and excitement experienced by the children and adults engaged in this ‘first ride’, before introducing the Alto, which is at 30 lakh families – and growing.
RS Kalsi, ED – marketing and sales, Maruti Suzuki India, said, “From offering a dream of owning a car, Alto reflects the changing India. While Alto’s true essence lies in its remarkable fuel efficiency and performance, it has a zippy and sporty design and premium features in its segment that appeals to the customer. Over the years, Maruti Suzuki has kept the brand rejuvenated with latest technology, features and design. These initiatives have helped in creating countless memories of fun, trust, togetherness, friendship and love with our customers; fulfilling the dreams and aspirations of 30 lakh families."
Titus Upputuru, NCD, Dentsu Creative Impact, said, “As we started thinking about this huge milestone that Alto has achieved, we thought why don’t we celebrate the families instead. We all remember getting on the back of our fathers and mothers and taking our first ride. It just seemed so appropriate to use this metaphor as it dials up nostalgia. Working with so many children was a delightful experience”
Amit Wadhwa, SVP and branch head, Dentsu Creative Impact, added, “It's beyond just a milestone, it’s a testament to how many lives Alto has touched over the past years. It’s a car that has been in the family across generations and continues to be among the favourites for first time car buyers. The simplicity of the idea is in using kids and their parents for the first ride should move not just current and past owners, but also future intenders.”
Client: Maruti Suzuki India
Head of marketing: Vinay Pant
Creative agency: Dentsu Creative Impact, Gurgaon
NCD: Titus Upputuru
Creative team: Titus Upputuru, Neharika Awal, Auryndom Bose, Chinmoy Bhowmik, Bhavdeep Singh, Nitin Gupta, Vandana Pant, Deepali Agarwal, Yathrath Sahu
Account management: Hindol Purkayastha, Prayank Tyagi, Arjan Soni, Shashank Upamanyu, Himanshu Wahi
Account planning: Kartikeya Srivastava, Nilakshi Medhi, Sabitha Sudarshan
Films: Dawa Lama
Production house: Chrome Pictures
Director (film): Amit Sharma
Producer: Poonam Wahi
Music: Abhishek Arora