Raahil Chopra
Jul 04, 2012

Maruti drives mileage promise with 'Kitna deti hai' sequel

WATCH the TVC created by Publicis Capital here

wide player in 16:9 format. Used on article page for Campaign.

Maruti Suzuki India is continuing with its 'Kitna deti hai' campaign, restating its claim that it makes India's most fuel efficient cars.

The new campaign created by Publicis Capital consists of three TVCs, of which one is currently on air.

The film rolls back to the 1930s - to the time of the Amelia Johnson, a fictional character depicted as a woman aviation pioneer. As she lands in Mumbai, she's interviewed and asked about her aircraft. She says, 'It's a super marine, with 300 horsepower radial engine and a 1000-mile range... A member of the audience interrupts her to ask, 'Kitna deti hai'. The question is then translated to Johnson, who's left stunned - she doesn't have an answer. The film ends with a voiceover that says, "For a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars."

On the reason for bringing back 'Kitna deti hai', Shashank Srivastava, chief general manager, marketing, Maruti Suzuki, said, "We had a series of three films going on the last time we created this campaign (Kitna deti hai). We are doing the same this time as well. With the fuel prices hiked again we thought this campaign will be relevant and so we decided to bring it back.'Kitna deti hai' was an extremely liked and awarded campaign and so we thought we should bring it back."

Joy Mohanty, senior executive creative director, Publicis Capital, added, "Petrol costs have always been high in India, which is why Indians have always been obsessed about mileage. It's something that is ingrained in our national psyche and this insight will always be relevant. 'Kitna Deti Hai' is a reflection of our collective obsession with mileage. Also, as a concept 'Kitna Deti Hai' had connected with all of India and even became a part of our everyday speak. Two weeks ago, on Facebook, someone posted a picture of a radical, new-generation car engine developed by a global auto major. The first post it received - 'Kitna Deti Hai?'"

Srivastava is confident that the campaign, infused with humour, will connect with consumers.

Commenting on the thought behind the film, Parshu Naryanan, managing partner and creative head, Publicis Capital, said, "Amelia Johnson is a fictional character I created, halfway between Amelia Earheart and Amy Johnson, the two famous women pioneers of the air. But she is just an interesting way to take you to the key message. The TVC is about how the obsession about mileage has been a fundamental part of our national character for generations, even back when India's freedom was being fought for. So in between raucously asking the Brits to go home, the Indians assembled there are fascinated by Amelia's fancy three-engined seaplane - and want to know, to their minds the most important thing: Kitna deti hai?"

The film went on air in the last week of June. Two more films will be released soon, before the campaign moves to other mediums.

Client: Maruti Corporate
Agency: Publicis Capital, Gurgaon
Creative directors: Parshuraman Narayanan, Joy Mohanty
Copywriter: Parshuraman Narayanan
Client servicing and head: Sunil Sachdeva, Prasad Subramanium, Supriya Pradhan,
Simon Kunjappy, Saptarshi Banik
Agency producer: Jignesh Maru, Sia Bhuyan
Director: Deb Medhekar
Vfx director: Franck Malmin
Production company: Equinox Films Pvt. Ltd – Mumbai
Producer: Manoj Shroff
Associate producer: Arya Menon
Line producer: Deepika Gandhi
Director of photography: Nikos Andritsakis
Chief ad: Siddhartha Luther
Directors chief assistant: Kapil Sharma
Storyboard: Chetan Sharma
Production designer: Sashank Tere
Prop master: Anna Ipe
Costumes: Theia Tekchandaney
Casting director: Abhimanyu Ray
Production/location managers: Akshiti Goleria / Mahesh Tawde
Post production supervisor : Robin Xavier, Suryakant Bhayde
Post production and city: Unified, Poland & Pixion Mumbai
Editor: Abhimaynu Chaudhry
Online editors: Amit Chitnis, Karen Talcherkar, Jitendra Kalwani. Pixion
Graphics: Unified, Poland
Music and music publisher: Gaurav Chatterjee
Sound recordist: Melvin Saldanha
Studio: Octavious

Campaign India

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