Lowe Lintas has created the launch campaign for Maruti's 'Life Utility Vehicle' (LUV), the Ertiga.
The TVC shows how the LUV helps a couple enjoy the different moments in life, right from a Monday morning drive to work, to driviving to a leisurely Friday evening outing with friends.
Visuals of the interiors and exterior of the car are aplenty through the commercial. The film ends with the voice-over introducing the Ertiga as a LUV.
Commenting on the 'LUV' positioning of the Ertiga, Amer Jaleel, national creative director, Lowe Lintas, said,"It’s our understanding of the car market and ability to get deeper into the consumer’s lives that helped us to think of a differentiated space. We had a good sense that the Indian car market has matured and we had this sense largely because of our long standing partnership with Maruti. We therefore didn’t get into any car categorisation but lifestyle categorisation, and chose to build on today’s need for aspirational living. It helped us position the car as something which is not just another vehicle but a car that’s about lifestyle. An attitude towards life that defines people for who they are. Life Utility Vehicle or LUV was born out of that understanding. A car that allows people to do all that they wanted to do, all that is beyond commuting, all that allows people to enjoy their life. And we wanted this to reflect on the guy who would buy Ertiga."
On the brief received from Maruti and the thought behind the commercial, Naveen Gaur, executive director, Lowe Lintas, said, "The Ertiga is a new and different car, so we had to create a new category in its space. The Ertiga is a lifestyle car that looks extremely different to any other car in the market currently. So we had to position it in a way that it brings desirability. The segment represented epitomises the youth, as they want a more exciting car with big space."
Besides the TVC, the agency has worked on radio, print and outdoor legs of the campaign. A social media campaign is in the works.
The Maruti Ertiga is available in four petrol and three diesel variants. In a month of its launch, the Maruti 'LUV' has received 30,000 bookings.
Brand: Maruti Suzuki
Agency: Lowe Lintas
Creative: R Balki, Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Manzoor Alam, Mustafa Rangwala, Ira Gupta and Rishi Chandna
Business: Naveen Gaur, Syed Amjad Ali, Geetika Thakur and Tanika Khanna
Planning: Anurag Prasad
Production:Boot Polissh Films
Director: Shujaat Saudagar