In a bid to establish Maruti Ritz as a car that offers the best in class ‘driving comfort’, Dentsu Creative Impact has created a new TVC.
The film opens with a couple shown having an argument with each other. The couple is then shown going their own ways and the man drives off in his Maruti Ritz. Comforted and calmed by his drive in the Ritz, the man takes a u-turn through his journey and heads towards his wife's house, to settle the argument. The wife is then shown entering her mother's house only to find her husband already waiting there. The film ends with the couple shown on a drive together in the Ritz.
Commenting on the concept of the campaign, Sabuj Sengupta, executive creative director, Dentsu Creative Impact said, "The core concept of the campaign revolves around a typical metropolitan lifestyle of constant movements. One always seeking moments to relax and rejuvenate and derive pleasure from things around. The eternal strife to put order into the chaos and madness of daily life. This human truth led to the birth of the ‘Designed to keep you calm and comfortable, Ritz fills you with goodness’ thought for the brand, i.e. Ritz as a car purposefully crafted to enhance driving pleasure through its ergonomic interiors (overall visibility, console design and interior roominess) and ride handling that lets you enjoy the comfort while on the move."
Sengupta added, "In a market which is getting increasingly cluttered w.r.t the offerings and a sense of sameness in terms of product benefits being provided. The intent with this concept is to clearly provide a distinctive and singular functional and emotional benefit for the consumers when it comes to considering a premium hatchback. The idea with this concept is to clearly peg Ritz as a car brand that offers sheer driving comfort which leads on to filling the consumers with goodness that allows them to have a stress-free and enjoyable drive in chaos and madness of daily life. Not only does it emanate from the product truth of the Ritz but also provides a bigger emotional platform in the form of the brand promising to 'Fill your life with goodness' which is distinctive from the brand propositions of competitive offerings in the market."
Along with the TVC the campaign includes print, digital, cinema, activation and outdoor ads.
Client: Maruti Suzuki India Limited
Creative agency: Dentsu Creative Impact
Executive creative director: Sabuj Sengupta
Creative director: Harjee Kapur
Art director: Saurabh Anand
Copywriter: Priyanka Thakkar
Account management: Somnath Majumdar, Abhilash Aul
Planning: Kartikeya Srivastava