Maruti has signed on Amitabh Bachchan and his son Abhishek to endorse luxury multi-purpose vehicle, Versa, slated for launch on October 24. This will be the first occasion when the star father-son duo will feature together. This is also the first time that Maruti is signing on celebrities to endorse a new product. According to industry sources signing on the Bachchans is part of the company’s overall strategy to go in for a high profile launch of India’s first MPV.
By leveraging the stature of the two Bs, Maruti wants to create a top notch brand with good recall value. This is a good ploy to prop up sales in the short term, given the tight market conditions.
MPVs, noted for providing the space of utility vehicles and the ride and luxury of passenger cars, are popular internationally for this combination.
Every global manufacturer has an MPV in its product line up, including Opel Zafira, Fiat Multipla, Mitsubishi Space Star in compact MPV category and Chrysler Voyager, Honda Odyssey and Town and Country in the larger version.
Versa will be India’s first MPV and Maruti expects its marketing campaign to focus on the values of the new category as much as on the luxury product. As such, the company has decided to go aggressive.
Maruti has had experience in creating new categories in the Indian market. The Maruti 800, Zen, Esteem were products that started new categories in the domestic market.