With so many cars flooding the market, especially in the hatchback segment, it is imperative to create a marked differentiation. Maruti Suzuki Ritz, the latest entrant in the Indian auto market, has come up with a TVC that seeks to bring out the personality of the car and the man owning it. The ad has been conceptualised by Dentsu Creative Impact.
The TVC broke on major channels recently. The production house is Dentsu TEC/ POP Films, while the film has been directed by Maurizio Longhi.
Commenting on the creative concept behind the ad, Junichi Minohara, VP and Executive Director – Strategic Planning, Dentsu Creative Impact, said, “The new Ritz is a unique amalgamation of fun and practicality. It gives the consumer all the benefits of a tall boy design, roomy cabin space and the new generation K12 engine that delivers best in the class mileage in a hip and stylish car that has been developed by the Suzuki team in Europe. Likewise, the car is aimed at people who have a purpose and know how to have fun. They are the people who value every moment, whether going on a family outing, leading a project at work or spending time with the boys. They are the people who simply ‘Live the Moment’. The TVC, therefore, captures the personality of both the car and the man. It is the desire of both to strike a perfect balance of purpose and fun.”
On how the ad cuts the ‘car clutter’, Minohara said, “The creative idea focuses not just on the car, but also on the man and his aspirations. What really distinguishes this communication is that the aspirations it captures are more real and closer to the audience.”
The TVC shows a Maruti Suzuki Ritz as it climbs up a spiral skyscraper parking. Along with this ascent are shown slices of life that represent the protagonist’s positive future. We see the talent in a locker room before a cricket match. The man closes his eyes to concentrate on the big game ahead of him. Next, the protagonist is shown working late and making a successful presentation the next day. Work over, the protagonist rushes for an evening out with his friends. He is next shown at an airport leaving for a business trip, where he is seen off by his family. On his return, he returns to an enthusiastic welcome by his wife and son. All the while, the Ritz continues to climb up the spiral architecture, finally reaching the top, where a beautiful city skyline is shown.
Minohara further said, “The objective of the campaign is to launch the Ritz, Maruti Suzuki’s premium hatchback in India. The aim is to establish Ritz as the car of choice for modern urban families with an international outlook and use Ritz’s launch as an opportunity for Maruti to prop up its style quotient, from a maker of purely functional cars to cars with style.”
“The brief from client was to strengthen Maruti’s position in the A2 segment, which is the largest and fastest growing segment in India, with a slew of international players lined up to take a share of this pie. Given the fact that Swift is the existing bestseller in this segment, we had to ensure there was minimal cannibalisation between the two brands,” he added.
The latest Ritz ad was preceded by the ‘Entry’ TVC, which heralded the launch of the premium hatchback in India. The TVC broke on major channels on May 15, 2009 and attempted to capture the essence of the car by way of romanticising the design and the drive. The international location and treatment added to this spirit. The latest TVC, called ‘Development’ broke on May 29, and seeks to weave in glimpses of the Ritz buyer and his attitude of enjoying everything he does – be it at home, work or with his friends. This is summed up in the baseline: ‘Live the Moment’.
Minohara said, “The making of the TVC was a truly global effort, with the crew from Malaysia, the director and DOP from Italy, part of the cast from Australia, and of course, teams from India and Japan. Yet the whole group functioned as one professional unit and delivered everything with clockwork precision.”