In a bid to promote the WagonR Duo, Maruti Suzuki India Ltd and Big FM have embarked on ‘The WagonR Smart Hunt’. The month-long national activity will see individuals taking part in the contest both on-air and off-air. Conceptualised by Big FM and Hakuhodo Percept, the contest is being promoted through a 360 degree initiative with OOH and on-ground activations at Café Coffee Day, Reliance Webworld and Bigfliks.com.
Shashank Srivastava, Chief General Manager – Marketing, Maruti Suzuki India Ltd, said, “The starting point of the contest is that the WagonR Duo has fetched a good response from consumers owing to its fuel efficiency and the option of switching between LPG and petrol. The car aptly propositions ‘For the smarter generation’, and the contest is a tool to reinforce the same. Through a tie-up with Big FM, we endeavour to win the attention and involvement of prospective buyers, bring the spirit of the brand to life in a distinctive way, genuinely motivate consumers, and ultimately lead them to buy.”
Anand Chakravarthy, Vice President, Marketing, Big FM, said, “Nowadays, radio is acknowledged as an essential part of any 360-degree initiative to give consumer a package deal of radio interactivity, activation and BTL promotions. The listener today is not passive, but well acquainted with the medium.”
He further said, “Through this activity, we concede the ability of a listener to participate. This contest has been patronised by Big Street (OOH venture), Reliance Webworld and Bigfliks.com from the Reliance Big Entertainment Group.”
Elaborating on the creative brief, Vivek Dutta, Business Director, Hakuhodo Percept, said, “The brand proposition of the WagonR Duo is ‘For the smarter generation’. This was the creative brief given to us. Therefore, we formulated the contest in an interesting format, judging the contestants on their smartness. The activity revolves around themes like Smart Shopping, Smart Saving, Smart Parenting, Smart Grooming and, of course, Smart Driving.”
Individuals can take part in the contest both on-air and off-air by solving intriguing riddles and outwitting others with their smart impromptu speeches. In addition to getting into the contest on-air, people will get a chance for a wild-card entry by test-driving a WagonR Duo. The event is being held in Bangalore, Chennai, Hyderabad, Thiruvananthapuram, Delhi, Chandigarh, Kanpur, Jalandhar, Kolkata, Indore, Guwahati, Bhubaneshwar, Surat, Mumbai, Vadodara and Goa. The final rounds have been scheduled for September 28 in Bangalore and October 18 in Delhi, Mumbai, and Kolkata, where one finalist from each zone would get to drive away a brand new WagonR Duo.