MUMBAI: Lowe Lintas has conceptualised a new campaign for Alto 800. The car from Maruti Suzuki went through significant changes to make it contemporary and stay relevant.
The ‘Let’s Go’ campaign symbolises younger attitude but also has dabs of emotion. The company wanted to capture the essence of festivals In India and the insight it got was that the festivals are celebrated by travelling; people go out shopping, meeting friends, relatives. Hence, Alto 800 wanted to integrate its promise of offering the best mileage in its class to the spirit of festivals in order to drive brand’s consideration.
Commentating on the campaign, Lowe Lintas Delhi president Naveen Gaur says, “In India, festivals are celebrated by travelling. People go out shopping, meeting friends, relatives. Families get together to jointly celebrate. In such times a car with exceptional mileage is an ideal car to own. With the new Alto 800 commercial, Maruti Suzuki and Lowe Lintas wanted to integrate this insight, with the festival led car buying season and the brand promise of ‘Let’s go’. Additionally it was an opportunity for us to infuse a sense of festivity into the market.”
Elaborating more on it, Gaur adds, “Mileage is something that can become very functional and manufactures’ speak, however this TVC captures the benefit unequivocally in a very warm and emotional storyline. It also captures a progressive attitude among today’s couples who are increasingly equal partners in their relationship.”
The commercial signs off by saying ‘Agar khusiyaan baatney se badhti hain, toh rukna kyon?’ An Alto ad has always been known for its music, the latest TVC is no different, the lyrics are penned by Gulzar, sung by Shilpa Rao and composed by Rajat Dholokia.
On the campaign, Maruti Suzuki India chief general manager Manohar Bhat says, “Alto is an iconic car. It is the largest selling car in India and is known for its fuel efficiency. Keeping the festival season in mind, we wanted to make sure that it also builds a relationship through the campaign.”
The campaign led by TV and supported through digital and radio along with POS and outdoor presence.