Maruti Suzuki’s latest corporate brand campaign ‘Rishton mein hum jeete hain’, created by Publicis Capital, pays tribute to the joy of celebrating the many colourful festivals of India, with loved ones. The TVC went on air on 16 November 2012, and will run until mid-January next year.
The film underlines that cars from Maruti Suzuki are an intrinsic part of the lives of Indians from different parts of the country, by showcasing different models with the backdrop provided by a different Indian festival for each.
The film begins with a couple surprising their daughter with an Alto as a gift for Eid. The film then moves on to a crowded street with people celebrating the festival of Ganesh Chaturthi - a family in a Dzire with a Ganpati idol capture the spirit of this festival. Likewise, different festivals such as Diwali, Durga Pooja, Holi and Christmas are shown with families celebrating with their respective Maruti Suzuki cars. The TVC ends with the voice over saying, “Maruti Suzuki: For a festival called life.”
Hemant Misra, chief executive officer, Publicis Capital, said, “The Maruti Suzuki corporate brand has very powerful equity in the consumer’s mind, with far more influence on the purchase of an individual car brand than the marques of other widely sold cars in India. The agency was tasked with executing a commercial that would underline the leadership of the Maruti Suzuki brand based on its biggest differentiator: the deep relationship that existed with the Indian car buyer, based on the immense trust and goodwill earned over decades of delivering quality and service.”
Parshu Narayanan, managing partner and creative head, Publicis Capital, added, “The brief is grounded in the emotional benefit we deliver. For millions of families across India, bringing home a Maruti Suzuki has been a celebration, a drive into a better day, a better way of life. As an intrinsic part of life, our brand finds natural place with the Indian families in their most joyous celebrations of life and relationships, the festivals of India. The commercial is thus conceived as a tribute to the universal joy and happiness of our colourful festivals.”
Creative: Joy Mohanty, P Narayanan
Account management: Supriya Pradhan, Simon Kunjappy, Saptarishi Banik
Agency producers: Jignesh Maru, Fahad Pathan
Director: Prashant Issar
Music: Amar Mangalorkar
Production house: Tubelight Films
Lyrics: Gulzar Sahib