According to RS Kalsi, ED – Marketing
& Sales, Maruti Suzuki India, from offering a dream of owning a car,
Alto reflects the changing India. While Alto’s true essence lies in its
remarkable fuel efficiency and performance, it has a zippy and sporty
design and premium features in its segment that appeals to the customer.
Speaking about the campaign, Kalsi said,
“Over the years, Maruti Suzuki has kept the brand rejuvenated with
latest technology, features and design. These initiatives have helped in
creating countless memories of fun, trust, togetherness, friendship and
love with our customers; fulfilling the dreams and aspirations of 30
lakh families.”
Conceptualised by Dentsu Creative
Impact, the one minute and two seconder musical ad film is produced
under the banner of Chrome Pictures. The film is directed by Amit Sharma
and music is given by Abhishek Arora.
Commenting on the idea behind the
campaign, Titus Upputuru, NCD, Dentsu Creative Impact, said, “As we
started thinking about this huge milestone that Alto has achieved, we
thought why don’t we celebrate the families instead. We all remember
getting on the back of our fathers and mothers and taking our first
ride. It just seemed so appropriate to use this metaphor as it dials up
nostalgia. Working with so many children was a delightful experience”
The theme of the ad film India Ki Pehli
Sawari takes viewers to the childhood. It features children riding on
the backs of crouched elders. The camera captures the joy and excitement
experienced by the children and adults engaged in this first ride,
before introducing the Alto, which is at 30 lakh families – and growing.
Expert take
Ashwini Despande, Co-Founder, The
Elephant Design, believes that 30lakh is a huge achievement for a car
brand. So it deserves a creative announcement.
Commenting on the ad film, Despande
said, “Execution is flawless. The claim of ‘India ki Pehli Sawaari’ is
absolutely ownable by Maruti Suzuki, and surely comes out of a great
insight. However, using children in advertising to evoke emotions is
done over & over again; in all product categories, including cars.
So there is no new.”
On
the other side, according to Naresh Kumar, CSO & Managing Partner,
Bang in The Middle, it is a fantastic idea, coming from rich emotional
territory and very smart of the brand to go there.
“I feel having cracked the idea, the
brand went a little lazy. For the child the ride is more than the
physical act of ride. It has many emotions attached with it. Of bonding,
of shared moments, of knowing each other, of trust. All this is
something that would have made the whole story far more layered and
involving. What I get in thead, is the act of ride, what the ride leads
to is missed out completely”, expressed Kumar.
