Maruti Suzuki India Ltd, which recently launched its MUV Eeco, has come up with a launch film for the car. Conceptualised by Dentsu Creative Impact, the TVC stresses on the ‘Eeco family’, comprising the grandmother, elder son, his wife, younger son, the grandson and even an animated dog called Kartoon. The TVC is breaking on February 01, 2010 across channels.
Harish Arora, Executive Creative Director, Dentsu India, elaborated, “The brief from client was that the communication for Eeco needed to revolve around the family. More importantly, to highlight their slice of life situations such as holidays, picnics, weddings, receiving guests, etc), and to ensure that Eeco is an integral part of whatever they do. Since branding is the key, the communication creates a “buzz” for the brand through relatable situations and unique execution.”
The film starts with the family eagerly waiting by the entrance gate for their new family car. As the Eeco rolls on to the driveway, the family’s animated dog Kartoon surveys the car. While the elder son of the house says that he enjoyed the drive, his wife who is a police officer insists on checking out the car’s features. She observes that the car is indeed very spacious. The younger son of the house is eager to drive the car, but is sent to the back seat for not having a license. The elder son gets behind the wheel and comments that power is finally in his hands. As his wife gives him ‘the look’, he quickly adds that he is referring to the powerful 1200cc Eeco. His wife switches on the air conditioning and the grandson of the house tells his grandmother (who lives in the photo-frame) that it’s cold and she must wear a sweater. She momentarily disappears from the frame and comes back with a sweater. Kartoon (voiced by actor Raza Murad) starts off with a ‘shayari’ but is soon chided by the grandmother. The film ends with the super ‘Introducing Eeco, Happiness family size!’
The launch film introduces viewers to the Eeco and ‘The Eeco family’, along with the quirks of the various family members.
Shashank Srivastava, Chief General Manager, Marketing, Maruti Suzuki India Ltd, explained, “We needed the communication to reach out to intenders looking for a spacious car to fulfill the needs of a big family, and a car that would provide them with the happiness of traveling together as a family.”
“The communication needed thus to showcase the slice of life of a happy family along with showcasing the features of the vehicle, but it also needed to be clutter breaking and empathetic and relatable to the target audience. We feel, with the unique family created for this commercial - an ensemble of popular TV/theatre characters - there will be an element of mass appeal. The humour and the unique dog that completes the family will provide the communication its edge and the way the features are seamlessly amalgamated in the story itself will complete the appeal of the car for the target audience,” Srivastava added.
Arora added here, “The objective of the campaign is to establish Eeco as a great family car that brings everyone together by ensuring the communication and its characters become a talking point amongst the public at large. Eeco has very strong sales potential in Tier I and Tier II towns, hence it was critical for the communication to address this TG through relatable situations revolving around their lives.”
Commenting on the thought process behind the TVC, Arora said, “The concept of the campaign was that since the Eeco is a family car, the campaign thought had to revolve around a family. The task was to create a family that is funny, quirky and using interesting stories that can be spun by putting them in daily life situations. The crux of the idea lay in making the family as unique as possible so that it can be clutter breaking. It was also important to ensure that the artists we used already had an established personality and a mass appeal that is relatable across India. This was achieved by bringing together some of the most popular comedians and veteran artists across generations and genres to create a unique Eeco family. The uniqueness and humour element was further enhanced by the addition of an animated pet to this family.”
“Using uncommon family in common day-to-day situations gives the campaign a big leverage in terms of humour quotient and extendibility. The plots are independent and differentiation is also maintained in the way they are treated, each TVC is appears not like TVC, but like an episode of a sitcom, Arora said, adding, “In today’s fast paced times, ‘families’ and ‘family values’ have taken a backseat. We believe through Eeco, we can bring back the happiness of being together as a family on its journey of life. The concept of the Eeco family being used is primarily to establish the empathy with the users and also create a long term brand property for Eeco, which is distinct from any other car brand in the market today.”