Maruti Suzuki India to increase marketing spend, eyes 50% market share

The Indian OTT audience currently sits at 481.1 million people with 101.8 million active paid (B2C) subscriptions, and the category has seen a growth of 13.5% last year, as per Ormax OTT audience's latest report for 2023.

The evident upsurge in the Indian OTT market has some brands shaking up their marketing mix to include the category as a priority. Maruti Suzuki India Limited (MSIL) is one of them.

The automaker has launched a new digital campaign ‘Arena Journeys’ and has collaborated with Mumbai-based media company Terribly Tiny Tales (TTT) for an anthology series of four short films directed by female filmmakers: Alankrita Shrivastava, Sonam Nair, Tahira Kashyap Khurrana, and Tanuja Chandra.

Campaign India caught up with Shashank Srivastava, senior executive officer, marketing and sales, Maruti Suzuki India Limited to know more. Srivastava joined Maruti Suzuki India as a trainee after completing college from IIM Ahmedabad in 1989. Over his three-decade career, he's been instrumental in developing the dealer network and various processes at the company. His expertise in sales, supply chain, digital marketing, business communications, and international relations continue to contribute to the automaker’s dominance in Indian market. 

In a candid chat, Srivastava shares the auto giant’s plans for the 2024-2025 financial year, the digital-first initiatives taken to strengthen the company’s online presence and why it's a crucial part of their overall marketing strategy, and how the brand is setting out to achieve their long-term target of grabbing 50% market share in India.