Maruti Suzuki has rolled out a campaign for its hatchback Celerio. Conceptualised by Dentsu Creative Impact, the campaign comprises three TVCs, one of which is for the South.
The campaign’s stated intent is to showcase the Celerio as ‘a contemporary car for the new age, progressive Indian’.
One of the films opens outside a cricket ground. A man places a cricket kit in the boot, even as his young son sulks about the number of bouncers bowled at him. His worries don’t seem to end there. As he walks around to get into the front seat, he finds his sister, also in cricket gear, already seated there. The father urges him to get into the back seat, stating he wouldn’t interfere with the captain of the winning team (his sister). The film ends with shots of the Celerio, as a voice over announces, 'Aaj Ke Zamaane Ke Liye'.
Another film too follows on similar lines, and features three members of a family – a young man, his wife and their young son in the back seat. The car is parked at a hair pin bend coming down a hill, while the lady speaks on the phone. The other two meantime discuss how men are 'born drivers’. The lady soon hangs up, and tells the man to move the auto gear shift into drive mode. As he mutters an apology, she tells her husband that she'll teach him how to drive. The Celerio with auto gear shift is introduced.
RS Kalsi, executive director, marketing and sales, Maruti Suzuki India, said, "Celerio has been a game changer for Maruti Suzuki. With its unmatched style, best-in-class cabin space, exciting gizmos, best-in-class mileage coupled with the revolutionary auto gear shift, Celerio lives up to its brand promise of ‘Life takes a leap’ in the life of the consumer. From the first to launch the automatic gear shift and super-compact diesel engine technology in passenger cars, it has been creating a delight for the progressive Indian. With this we propose to strengthen brand Celerio’s connect with younger audiences.”
Amit Wadhwa, branch head and SVP, Dentsu Creative Impact, said, “Celerio is one brand that has stood for progression right from the time it has been launched. The time we feel is just right for Celerio to own the space of ‘the progressive mindset’, which is so very true for evolving India. The campaign does just that while creating a differentiated space for itself and strengthening its brand positioning of ‘Life takes a leap’.”
The campaign went on air on 12 November. It will run for four weeks across TV, cinema and digital media.
Client: Maruti Suzuki
Creative agency: Dentsu Creative Impact, Gurgaon
Branch head: Amit Wadhwa
Executive creative directors: Sumitra Sengupta and Deepak Singh