Maruti Suzuki Dzire has crossed a million units in sales. A campaign to celebrate the milestone conceptualised by Dentsu Creative Impact kicked off on 31 July 2015.
A 60-second film (above) captures the desire for sweets in children (and a grown man), and their relishing it. It is a collation of scenes from three shorter films.
Three 25-seconders too use sweets to announce the one million milestone. The celebration in each is different.
One of them features a family in a car, with a lady at the wheel. When the young girl in the back seat fails to score in a video game on her tablet, the man in front cheers her up with sweets. The brand delivers the message of achieving 1 million units in sales with a celebratory 'The sweets are on us' voice over, a common sign off for all the films.
Another film shows two young men in a Dzire at what seems like a drive-in. A friendly contest to show off their sweets turns one-sided, when one of them places all the goodies from a bag on the dashboard.
Besides the films, city-specific radio spots, billboards, print ads, and a microsite have been created. On-ground, the celebrations have been extended to edible art installations (in Gurgaon and Mumbai), mall and cinema promotions, and in-flight.
RS Kalsi, executive director, marketing and sales, Maruti Suzuki India, said, “Ever since its launch in 2008, this sedan has had a special place in the heart of Indian customers. Today, it has found a home with more than one million happy families in India. We wanted to share the joy with not only the Dzire owners, but with everyone. So be a part of the celebrations, the sweets are on us.”
Amit Wadhwa, branch head and SVP, Dentsu Creative Impact, said, “Since the start, the intention was to look out for new and unconventional ways to communicate. The mega installation that you can eat, and sweet films and radio spots made to support the sweet work of art made for a strong foundation for this campaign. To build it up further, digital media interface is used aptly to connect with the Dzire owners individually, and various other touch points like cinema halls, airlines and malls across the country to let everyone know that the sweets are on Maruti Suzuki Dzire. What better way to celebrate the milestone!”
Sumitra Sengupta, ECD, Dentsu Creative Impact, said, "The task for the creative team was very clear. Go all out to create a 360-degree nationwide campaign with the intent to touch maximum hearts through multiple touch points, to engage more and more people and partner them. Sweetest radio spots, and sweetest films to tease your sweet tooth, and the irresistible chocolate installation to appease it."
Deepak Singh, ECD, Dentsu Creative Impact, added, "The expectation is to touch base with each individual, enhancing desirability for the brand while ensuring pride association with owning a DZire. This milestone is not just an achievement, but a benchmark to the brand’s growth. Hopefully, it marks a new beginning for the brand DZire.”
Client: Maruti Suzuki Dzire
Creative agency: Dentsu Creative Impact, Gurgaon
Branch head: Amit Wadhwa
ECDs: Sumitra Sengupta, Deepak Singh
Creative: Anurag Bhalla, Hitesh Razdan, Sourabh Ahuja, Amit Sharma