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Maruti has caught the fancy of people across India with their new corporate commercial.
There is a very warm feel about it, theme, the execution has all been brilliant. This
doesn’t mean that the ad is without any defects, however, those can be forgiven!
The theme of the ad- India comes home in a Maruti Suzuki… What more could you
expect? As per last month’s sales figures, Maruti holds more than 45% of the total
market share. More than 45% of the cars sold in India are Maruti Suzuki’s. True then that
A black Grand Vitara pulls up in front of the airport arrival area. A young girl excitedly
gets out of the car to greet her father. She hugs him tightly and opens the back door to
put his luggage in. Meanwhile, her father runs to get behind the wheel and asks his
daughter to sit in the passenger seat. The girl exasperatedly gives in, placing the key in
The scene shifts to a young couple in a red Wagon R driving along the Kerala backwaters
to meet their parents. The parents come out of a temple procession and receive the
couple and their newborn. Elsewhere, an angry father waits for his daughter to come
home from a late night out. The girl is dropped home by her boyfriend in a red Swift.
Infuriated, the parents wrangle with their daughter. Before she can respond, her
companion comes out of the car and introduces himself to the girl’s parents and is
Next, an army officer gets ready to leave his base to go home. He bids his peers goodbye
up before a house and two school kids jump from the van and into their mother’s arms.
Following that, a young lad waits for a lift on the highway. Just as he kicks the ground in
frustration, he spots a red Maruti Swift cruising on the highway. He smiles to himself and
pulls out a placard that reads “Need to be home for Diwali”. The driver of the car stops
and the youngster hops in. The film closes with a shot of the car driving away and the
All this while, Maruti’s catchy new signature tune plays in the background. This
signature tune will now be a part of all Maruti Suzuki commercials. The new Maruti brand
film is a celebration of the carmaker’s 25th year – it was in 1983 that the company
launched its first car, Maruti 800, revolutionising the Indian car market. It took nearly a
month to shoot the 60-second commercial, which was shot at multiple locations across
Shot by ace cinematographer Rajiv Menon of Bombay and Guru fame, the ad is a product
of Capital Advertising. Incidentally, Capital Advertising has been associated with Maruti
Suzuki for nearly a decade now and handles the company’s popular Swift brand as well
as the corporate brand. The brief given to the agency was to highlight the company’s
leadership position and to bring out the brand’s ubiquitousness. “When we got the brief,
we had several options before us, but this was the most overpowering and all-
Shooting the ad across the length and breadth of the nation with different settings was a
no-brainer. “The relationship Maruti has with its 6.5 million customers in every nook and
corner of the nation goes beyond the physical, it has a place in each of their hearts. And
this ad is a tribute to that bond,” adds Subramaniam. In that sense, the new ad is
reminiscent of Maruti’s recent commercial that aimed to emphasise that Maruti Service
Centres are present in every region of the country. But, of course, the contexts are poles
apart. “Usually campaigns focus on offerings, but we now had to talk about the
experience. The car in this context is not just about transporting people from place A to
B. It had to stress an emotional connect. And it’s this emotional connect that is totally
unique to Maruti,” says Maruti Suzuki’s executive officer (marketing and sales) Mayank
Pareek.
Equally important is the new signature tune, the first ever for Maruti. “The idea behind
the signature tune is to have a common linkage across Maruti offerings, such that one
should hear it and immediately associate Maruti with it,” adds Pareek. Noted lyricist
Gulzar has penned the corporate signature tune, which has been composed by musician
Ram Sampath. Another noteworthy aspect of the commercial is the new slogan, “India
“Maruti has a number of achievements, including a market share of over 50 per cent, not
to mention the fact that over the last 8 years we have consistently been rated first in J D
Power’s customer satisfaction survey. This despite our large customer base,” says
Pareek. Naturally, given such a healthy market share the slogan fits like a glove.
The finished television commercial broke in the first week of June in Hindi and other
regional languages across all major television channels. Apart from this, there will also