Maruti Suzuki has launched a sporty limited edition named Swift Glory. Dentsu Creative Impact has conceptualised an integrated campaign for the same.
The ad film features several urban young men driving the newly launched model, as others watch the car. A narrator describes some members who watch as ‘spectators’, and some others as fans who admire the car. 'Some are the cheerleaders' says the narrative, as a man signals a thumbs up while the car passes by. The cars cross 'commentators', 'critics', ‘sloganeers and chanters', and even 'ravers and ranters’. Finally the guys park their vehicles and strut out of the cars as the voice over concludes ‘Then there are the players… The limited edition Swift Glory is for the Players’
The campaign will have TV, cinema, radio, digital and activation legs.
"The idea draws a parallel between the world of sports and the real world. Just like in a sports world, there are players and there are spectators, fans, cheer leaders etc., the film shows that the new Sporty looking limited edition of Swift creates a new distinction between those who are the players and those who are not. The sporty looking limited edition from Swift is a great-looking product. And we had a great fun creating this campaign,” said Titus Upputuru, NCD, Dentsu Creative Impact.
Amit Wadhwa, branch head (Delhi), Dentsu Creative Impact, added, "If there ever was an iconic performance car in India, it was always the Swift. The new sporty looking limited edition thus presented us an opportunity to drive in that message and we are extremely happy with the results. The attempt was to bring in the sports connect in a way which gives the brand an attitude and badge value that consumers would be eager to own. I feel the swagger inherent in brand Swift was missing for a while and our effort has been to bring that back."
RS Kalsi, ED, Maruti Suzuki India, said, "There is a player in each one of us and the new Swift Glory intends to bring that out. The new sporty looking limited edition takes inspiration from sports and racing. It comes with an exciting range of features such as body graphics, multimedia system and sporty interiors. We are positive that the limited edition would be as loved as the earlier versions. Brand Swift has constantly evolved over the past ten years to become one of India’s favorite cars. With over a million cars on road our challenge is to constantly keep the excitement up and engage with consumers in newer ways. The Swift Glory limited edition is exactly the kind of change we want to create, thereby keeping the thrill and love for the brand at a high.
Client: Maruti Suzuki
Brand Manager: Rajesh Nagarajan
NCD: Titus Upputuru
Senior CDs: Auryndom Bose, Neharika Awal
Creative team: Titus Upputuru, Neharika Awal, Auryndom Bose, Chinmoy Bhowmik, Nitin Gupta, Vandana Pant, Deepali Agarwal, Yathrath Sahu
Account management: Hindol Purkayastha, Ashit Chakravarty, Nikhil Bhagi
Account planning: Kartikeya Srivastava, Nilakshi Medhi, Sabitha Sudarshan
Films: Dawa Tsering Lama
Director (film): Shimit Amin
DOP: Sejal Shah