14 Dec 2017
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Dentsu Creative Impact launches new campaign for Maruti Alto

MUMBAI: India as a country has always been emotional about its cars. Across the geography the car for the average Indian household is nothing short of a family member. The feelings are all the more heart felt when it is your first car. And who else can lay claim to this intimacy, this trust, and this relationship more than the Alto. India’s first car. Alto has today touched 30 lakh cars. Thus touching 30 lakh families where it is a prized member, a new possession of the family. It is a number that will soon turn Alto into the world’s largest selling car in a few years.

To commemorate this occasion Maruti Suzuki and Dentsu Creative Impact have come together to create a campaign that takes a loving look at this relationship that all of India has with its favourite first car the Alto. The metaphor is one of the most universal to signify a ride. The piggyback or horseback ride that a child plays with his parents or immediate family. Not only does the TVC capture the trust that Indians have in the Alto, much like the trust a child has towards the parent. But the creative also captures the joy and innocence of the first ride.

The creative marks not just the number that is momentous for Alto but also is an emotional landmark for Indians across. All coming alive in the articulation India ki Pehli Sawaari. The communication is part of a 360 degree campaign.

The 360-degree campaign includes TV, print, cinema, radio, digital and activation.

Watch the ad here: https://youtu.be/RSPVuJpnRUg

Commenting on the campaign, R S Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India Ltd. said, “From offering a dream of owning a car, Alto reflects the changing India. While Alto’s true essence lies in its remarkable fuel efficiency & performance, it has a zippy and sporty design and premium features in its segment that appeals to the customer. 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.”

Titus Upputuru, National Creative Director, 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.”

Amit Wadhwa, Senior Vice President & Branch Head, Dentsu Creative Impact, added, “Its beyond just a milestone, it’s a testament to how many lives Alto has touched over the past years. It’s a car that has been in the family across generations and continues to be among the favourites for first time car buyers. The simplicity of the idea is in using kids and their parents for the first ride should move not just current and past owners, but also future intenders.”


Client: Maruti Suzuki India Limited (MSIL)
Client contact: Mr. Vinay Pant, Mr. Tarun Gandhi, Ms. Priyanka Mehta
Creative agency: Dentsu Creative Impact, Gurgaon
National Creative Director: Titus Upputuru
Creative team: Titus Upputuru, Neharika Awal, Auryndom Bose, Chinmoy Bhowmik, Bhavdeep Singh, Nitin Gupta, Vandana Pant, Deepali Agarwal, Yathrath Sahu
Account management: Hindol Purkayastha, Prayank Tyagi, Arjan Soni, Shashank Upamanyu, Himanshu Wahi
Account planning: Kartikeya Srivastava, Nilakshi Medhi, Sabitha Sudarshan
Films: Dawa Lama

Production House: Chrome Pictures
Director of the film: Amit Sharma
Producer: Poonam Wahi
Music: Abhishek Arora

Still Photographer: Tarun Vishwa
Production House: Glitz Modelling