Maruti Suzuki rolled out an ad film to launch its 2015 Alto K10. The film, titled ‘chase life’, has been conceptualised by Lowe Lintas and Partners. It went on-air on 4 November.
The film begins with a couple standing atop a mountain in the picturesque Himalayas, as a man asks the woman whether it’s a ‘yes or a now’. As she puts on her paragliding gear, she asks the man to chase her first. Having set off, the man gets into his Alto K10 and begins pursuit of the woman. What follows is a chase sequence through the mountains as the car easily keeps up with the woman. The chase ends with the car reaching the landing point before the paraglider.As the woman protests to the unfairness of the race, the man takes out a ring and says, “All is fair”. Having accepted the man’s proposal, the film ends with the couple driving their Alto K10.
Naveen Gaur, president, Lowe Lintas, said, “The new K10 is a peppier Alto, ideally suited for the young urban Indians. The communication for it must revitalise the brand’s integration with their lives. Setting up the new K10 as the car for the “chase generation” accomplishes the task beautifully by bringing together a consumer attitude, the spirit of spontaneity, that is intrinsic to Alto brand, and giving raison d'être to the peppy performance of the car.”
Client: Maruti Suzuki
Creative agency: Lowe Lintas
Creative: Amer Jaleel, Shriram Iyer, Abhishek Dey, Prasad Venkatraman, Nisheeth Srivastava, Ajoy Krishna, Gautam Bhasin, Rahul Swami, Ishita Misra
Production house: Chrome Pictures
Director: Manoj Pillai