Says Maruti Suzuki chief GM marketing Shashank Srivastava, "To reinstate Wagon R‘s position as leader in its segment, we brought on board a brand ambassador with whom our target group (TG), urban upper middle and middle class families, could connect."

This is the first time Wagon R has a brand ambassador. "Madhavan is well known across the country and is not divided as a face of the North or the South and this was an important fact which led us to choose him. Additionally, he being a superstar in the South will only add to the brand‘s popularity in the South Indian markets," avers Srivastava.

Percept/H, a 50:50 joint venture between Percept and Japan-based Hakuhodo, is the creative agency for Wagon R. The new campaign will have the tag line ‘smart ideas lead the world‘.

"A 360 degree campaign will break mid next week. This will include TVC, radio, print, OOH and digital media. Also, we will be doing a lot of on-ground activities," says Percept/H VP Amitabh Lahiri.