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Ad Review: Maruti Alto – bridging the distance

28-June-2010
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Ad Review: Maruti Alto – bridging the distance

The new Alto TVC, from every bit of its storyboard, lets the viewer relate well with its new fresh message: ‘Further you go, closer you become’ (Jitni dur jaoge, utna kareeb aaoge). The concept is not only original, but has a fresh feel to it altogether.

Client: Maruti Suzuki India Ltd.
Brand: Maruti Suzuki Alto
Agency: Lowe-Lintas
Medium: Televsion

The Brief:

The brief given to Lowe-Lintas was to reinforce the relationship that Alto shares with its customers, especially the young, first time car buyers. The spirit of Alto comes alive with its ‘Let’s Go’ tagline and Maruti wanted the agency to create a TVC around the excitement and impulsiveness of youth.

The Execution:

The ad film relatively fits well with the kind of TG Alto is aiming at. The concept of arranged marriages among the middle-class usually pushes the prospective bride and groom for a private conversation and the TVC has gone one step further to give a light touch to the existing norm in the communities.

Anand Suspi, Group Creative Director, Lowe-Lintas, Gurgaon, elaborated, “Most relationships go through three stages – strangers, friends and soul mates. The more distance you travel together, the better your relationship gets.

The commercial is the story of a couple who are strangers, meeting each other in a match making scenario… a completely Indian phenomenon. As they travel together in an Alto, they get to know each other better and as a consequence, start liking each other. The line ‘Jitni dur jaaoge, utna karib aaoge’ aptly summarises the intent of the commercial.”

Adding his views on the concept, B Vivek, AGM - Marketing, Maruti Suzuki India Ltd, said, “Over the years, Alto has developed an intense, emotional bond with its consumer – the first time car buyer. The TVC captures the sheer magic when a bond develops between couples, in an Alto! It is a very powerful thought and extremely relevant in current times. To further add to the appeal, we have a creative execution that has immense likability. I think this will be an Alto ad that everyone will fondly remember for a long, long time.”

The Final Product:

The ad film begins with a prospective groom and a bride awkwardly getting ready to go out for a drive in the former’s Alto car, even as their families express the hope that the young couple likes each other. As the journey begins, the guy and the girl break the ice over putting on the AC and overtaking another car just for fun. Simultaneously, the features and price range of the Alto car are slid at the bottom of the TV screen. Thereon, the two are seen smiling and enjoying the time together and the tagline: ‘Jitni dur jaoge, utna kareeb aoage’, breaks in soon after which the girl realises it is late, but the guy wants the journey to continue and says: ‘Let’s go’.

Xpert Comments:

Prathap Suthan, National Creative Director, Cheil Worldwide, was all praise for the work done by Shayondeep Pal, Creative Director (Copy), Lowe Lintas. He said, “I think it’s a very relatable film and a beautiful thought. The casting is right, the overall look of the ad is modest in its own way, and the plot is pretty relevant. (I am also willing to ignore the dowry feeling that I accidentally slip into. That probably comes from the boy’s family coming over to meet the girl’s family setting). But all said, the film captures the right sentiment. Very real. Very relatable. Certainly very middle class and certainly pan Indian. It works in a city context as well as up country. The further you go, the closer you get. It will certainly resonate with all. I have no doubt that this film will do well for the brand, and I like how ‘Let’s go’ has been built into the film without letting it die as a tagline. Clinically speaking, the film gets all the features in without forcing them and if there’s one thing I would have done, I would have got the monkey face sequence a little later in the film. I thought it was too early for her to break out into that. Great film. No doubt. Well done, Shayon.”

Our Take:

The ad is simple yet effective. It gets the message across in a subtle way and brings out the Indian sentiment around marriages in a very positive manner, defying the notion around arranged knots being boring and not exciting. Alto TVC gets two thumbs up from us.

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