WagonR from the Maruti Suzuki stable has launched a series of 10-second commercials to coincide with the elections. The campaign conceived by Dentsu Creative Impact seeks to reiterate the brand’s position of being a car for ‘the smarter race’.
The films ask voters to vote ‘smart’, steering clear of bribery, criminals and the like. One of the films (above) features a robber threatening a man in the driver’s seat to give him the car. The driver calmly closes the window. He tells viewers that if they don’t give the wrong people their car, why give the wrong candidate their vote?
Shantanu Mukherjee, ECD, Dentsu Creative Impact, said, “India is not the same India it used to be, say, 10 years back. With the mobile connectivity and cable television, people living in small and smaller towns are now much aware about what is happening. And in the current Indian Election scenario, the new smarter India looks beyond the hullabaloo and consciously decides what’s right for the country and not just themselves. And WagonR, which stands for smartness, salutes this new India.”
Amit Wadhwa, SVP and branch head, Dentsu Creative Impact, added, “Staying relevant in the minds of the consumer is extremely important for every brand. Being topical is one interesting way of doing it, but the topics you choose to stay relevant also need to resonate with the brand. And when it came to brand WagonR, General Elections was a perfect fit. Since 'smart' is the positioning that the brand is based on, urging India to 'Vote smart' was a natural extension.”
Besides TV, the campaign will be on radio, digital and points of sale.
Client: MSIL WagonR
Creative agency: Dentsu Creative Impact
Account management: Adrian Pillai, Preetika Verma, Priya Agarwal
Planning: Kartikeya Srivastava
Executive creative director: Shantanu Mukerji
Group head (copy): Amish Sabharwal
Director (film): Amitabh & Lolita Sarkar
Production house: Bob & Lola Entertainment