Suzuki’s ‘Kam Peeta Hai’ TVC campaign takes quirky route
Suzuki reminds buyers the logical reason why they choose their scooter in the first place
Navigating an array of options is tough for a buyer, but not when the basis to decide is an obvious one. Suzuki Access 125 with its ‘Kam Peeta Hai’ campaign not only solves a buyer’s enquiry; it does so in a quirky, matter-of-fact way.
Without the obligation of setting up the premise, the film takes the liberty to take us straightaway into a conversation about the product’s functionality.
Through the absurdity of the premise and the awkward-humour, the buyers too are reminded of the actual reason to decide on a scooter. The ad reveals how stating the obvious, that too in bizarre and unexpected situations, seems so unexplainable that one suspects the logic in the question itself.
“Scooters are chosen by people for mainly practical reasons. So it was clear we needed to speak about mileage. Since we were concentrating on one feature we wanted to keep the communication very crisp and to the point. The idea of doing short format films came from landing ‘Kam Peeta Hai’ effectively and in as many ways as possible. We wanted to make it memorable by telling many stories that people will appreciate,” said Kartik Iyer, CEO, Happy mcgarrybowen, commenting on the intent behind the precise and to-the-point adverts.
The placement of the question about the scooter in the most unexpected of situations: the father-in-law asking about the scooter instead of the prospective groom, the movie director asking the intruding man about his scooter, and the woman enquiring about the scooter instead of gossiping about the neighbor couple – makes the films unique.
“As advertisers and marketers it is a constant effort to do something different. So yes it was very conscious to break the category codes. Some how every once in a while an entire category starts to mimic itself. We felt there was room for freshness and hence we took this approach,” commented Iyer on the conscious choice to make the communication different and out-of-the-box in the scooter and bike category.
Creative Agency: Happy Mcgarrybowen
Creatives: Kartik Iyer, Rajesh Mani Shankaran, Athul Chathukutty
Director: Karan Shetty
Production House: Fingerprint Films
Executive Producer: Madhukar Kotian
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