Maruti Suzuki has released a TVC for WagonR featuring brand ambassador R Madhavan and Raghu and Rajiv of MTV Roadies. The trio had also featured in the previous campaign themed ‘Big like India, Smart like you.’
The new film created by Dentsu Creative Impact went on air on 26 January.
The TVC starts with Madhavan entering his WagonR. Just as he starts the car, two men wearing clown masks and brandishing guns get into the car and ask him to drive. They check the car and comment that it is the new WagonR. Madhavan tries to make small talk and says that the interiors are classy. The men get irritated, point the gun at him and tell that even they are classy. Madhavan asks them to chill and offers them drinks that have been kept in a special compartment in the car. The men are impressed and start drinking. Meanwhile, Madhavan informs them that there is USB as well and increases the volume of the music. The men begin to dance. Madhavan then tells them that the exterior of the car is new as well and that they must take a look. He tricks them in to getting out of the car. When they step out to examine the exterior, he drives away and signs off by saying that the car has improved mileage.
The two men remove their masks and comment that Madhavan is ‘cool’ and they turned out to be fools. The TVC ends with “The new WagonR: For the smarter race.”
On the campaign, Soumitra Karnik, national creative director, Dentsu, said, “The task was to announce the new changes in the widely sold WagonR and the challenge was how to make this announcement engaging. We decided to continue with the casting of the last commercial of Madhavan, Raghu and Rajiv as it was quite well received.”
“This particular script was found to have all the elements of being an entertainer. A prank played by the twin brothers wearing clown masks who at the end get outsmarted by Madhavan, the car’s owner who impresses them with all the new features in the car. One thinks of many different things but in the end you go with your gut with a script like this.”
The campaign will straddle digital and print media and will have visibility in-stores as well.
Client: Maruti Suzuki (WagonR)
Creative agency: Dentsu Creative Impact
Account management: Adrian Vincent, Preetika Verma, Priya Agarwal
Planning: Kartikeya Srivastava
Creative: Soumitra Karnik, Sameer Kumar
Chief films officer: Suprotim Day
Director (of the film): Dadu
Production house: QED Films