O&M Delhi has bagged the creative duties for Maruti’s soon-to-be-launched car MR Wagon following a multi-agency pitch. Industry estimates peg the business to be around Rs 25 crore, if not more.
The agencies in the fray for the business included O&M, Lowe, Capital Advertising, Hakuhodo Percept, Euro RSCG and Bates Enterprise.
Incidentally, Lowe, Capital and O&M are already handling different auto brands of Maruti. The media duties for all Maruti brands rest with Initiative and in all possibility Initiative may be the media AOR for MT Wagon too.
There was only one round of presentations where, sources close to the development revealed, the brief was to work out the launch strategy and come up with a clutter breaking positioning for the car in this segment.
It may be noted that MR Wagon (not to be confused with WagonR) is slated to replace the old Maruti workhorse, Zen, which has been phased out. The car is expected to be priced at Rs 3-4 lakh. Internationally, the Suzuki MR Wagon was first unveiled at the Tokyo Auto Show in 1999.