Maruti Suzuki will be launching no less than six television commercials of Swift during the inaugural match of the Champions T-20 League on October 10, 2009. Each of the TVCs feature unique characteristics of a Swift – be it ‘Young at heart’, ‘Superb handling’, or ‘Thrilling performance’.
The campaign, which is starting with the T-20 cricket tournament, will be aired progressively across TV channels. Capital Advertising is the creative agency for the campaign.
On this first ever multi-ad campaign by an automobile company, Shashank Srivastava, Chief General Manager (Marketing), Maruti Suzuki, said, “We decided to create a campaign for Swift, which means so much to so many people. The multi-ad campaign brings each of these facets to life, while reinforcing the car’s high points. The campaign idea is to reinforce the bold, daring and exciting aspects to the fore and draw the consumer to explore further.”
For example, the TVC titled ‘Everybody owns a Swift’ focusses on how a two-wheeler rider comes under fire from by-standers for accidentally bumping into a Swift parked at a crossing, while the Swift’s owner remains unperturbed. Another TVC showcases the thrilling performance of Swift and the adventurous attitude of a Swift owner by showing extreme stunts performed in Ladakh.
The Swift, built on a brand new platform, marked a radical new trend in Suzuki design, representing a new philosophy and fresh thinking at Suzuki Motor Corporation. It is targeted at the discerning customer who, while valuing the traditional Maruti Suzuki attributes of fuel efficiency, reliability and performance, also desires contemporary looks and attitude in the vehicle.