Maruti Suzuki Ciaz vrooms in with mega ad campaign

The country's largest car maker is seeking to mark its presence in the domestic market with the mid-sized sedan through phased marketing

e4m by Ankur Singh
Updated: Sep 4, 2014 8:09 AM
Maruti Suzuki Ciaz vrooms in with mega ad campaign

Ranveer Singh fans were in for a treat Wednesday morning, when they woke up to a four-page Maruti Suzuki Ciaz ad - Make Way for the New Ciaz- in The Times of India. As the mid-sized premium sedan inches closer to its launch, the automaker has released its extravagant print ad alongside its bookings launch.  

Maruti released its first newspaper ad last week, teasing with a 'Ciaz Coming Soon.' Delhi billboards are abuzz with statements like 'Roll Out the Red Carpet, Guys. Ciaz Coming Soon.' The teasers showed the vehicle’s rear and confirmed Ranveer Singh as the brand ambassador.

Aggressive campaign

Now that bookings are on their way, Maruti Suzuki India is prepping for the launch of Ciaz. “The car will be launched in October, during the festive season. Beginning with print and OOH ads, we will embark upon a phased marketing campaign for the brand. The TVC will be launched mid-September,” a Maruti Suzuki spokesperson said.

The company is aggressively promoting its SX4 replacement and claims that the sedan offers best-in-class dimensions. Unveiled at the 2014 Delhi Motor Show as a concept, the Maruti Suzuki Ciaz has been spotted several times during its test rounds on country roads. This fresh offering will compete against Honda City and Hyundai Verna, and will be available in both petrol and diesel options.

Digital-first buzz

The C-Segment sedan has already been creating buzz over the past two weeks with its hashtag “#coolcatsintown” dominating social networking sites.

The first digital teaser image showed a cat driving the new Ciaz with John Lennon glasses. Later, a series of similar cat teasers did the rounds, leading to the print ad.

There were sponsored stories that encouraged readers to share reports on sedan-driving cool cats using the hashtag #coolcatsintown. Conversations on cool cats were driven onto social media. The Ciaz connection to the hashtag was made last week through sponsored content on news sites. Readers were asked to share information on this car using the hashtag #CiazinTown.

The hashtag has been trending on Twitter, with users sharing their views on the new sedan.


Maruti Suzuki India has focused more on the rear seat of Ciaz to give it an edge over its rivals in C segment. The petrol and diesel engine options come in a total of six trim levels. The petrol range is likely to borrow the 1.4 litre K-Series petrol engine from Ertiga MPV. Diesel variants of Ciaz will get Fiat sourced robust 1.3 litre diesel powertrain. The  engines will be synchronised to a manual transmission. The sedan is expected to carry a price tag of around Rs. 7.2 lakh – Rs. 10.5 lakh.

Maruti Suzuki India had earlier revealed that its domestic sales grew up 15 per cent during the first five months of 2014. With the festive season inching closer, the company is positive that it will witness further growth during this period.

Besides Ciaz, Maruti Suzuki India is also said to be preparing for the launch of facelifted Swift hatchback and Swift Dzire. Recently, media reports confirmed that it is developing a SUV rivalling Renault Duster and a compact SUV to compete with Ford EcoSport.

The carmaker has already started the production of the Ciaz. Away from the noise generated by the initial campaign, it seems that the company is gearing up the production for easy availability.


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