Maruti Suzuki has rolled out a TVC for its Ciaz Smart Hybrid sedan. The film has been conceptualised by Hakuhodo Percept and features Bollywood actor Ranveer Singh behind the wheel.
The film opens with shots of the car. As the focus shifts inside, Singh asks, "You know how difficult it is to regenerate energy?" A voice over introduces the ISG motor in the Ciaz Hybrid, which generates energy when the car brakes and utilises this when it starts moving again. The visuals showcase the process with animation as the car stops at a signal and starts moving. Singh says, "What you do is, simply enjoy the drive." The film ends with further visuals of the car.
Vinay Pant, AVP, marketing, Maruti Suzuki, said, “Ciaz Smart Hybrid has changed the segment completely with its futuristic style and technology. With our new campaign, the aim was to create a communication that defines the benefits of our product effectively. The campaign thus developed meets the objective perfectly.”
Sabuj Sengupta, national creative director, Hakuhodo Percept, said, “Our main objective was to highlight the Smart Hybrid technology in an extremely futuristic and simple way. An idea that's easily understood by the Ciaz Smart Hybrid customer.”
The film went on air on 19 October 2016.
Client: Maruti Suzuki
Creative agency: Hakuhodo Percept
National creative director: Sabuj Sengupta
National planning director: Jayanto Banerjee
CD art: Niloy Som
ACD copy: Tripti Kakkar
VP servicing: Amit Bhatt
Client servicing: Amiya, Mehak
Director: Paul Meyer
Production house: Matchbox Films