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Ad Review: Ritz – no trade-offs when it comes to ‘why choose’

24-April-2010
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Ad Review: Ritz – no trade-offs when it comes to ‘why choose’

Ritz is Maruti’s second offering in the upper A2 (premium hatchback) segment after the Swift. While Ritz was established and positioned as a premium offering from the Maruti stable during the launch phase, Stage 2 required to consolidate and further strengthen the brand’s position in the market as a premium offering.

Client: Maruti Suzuki India Limited
Brand: Maruti Ritz
Agency: Dentsu Creative Impact
Medium: TVC, Print, Digital, Cinema, Activation, Ambient, Outdoor. The campaign broke on April 14.

The Brief:

The premium hatchback segment (or Upper A2) is clearly a market on the move. With a wide array of choices for consumers, it is a segment which is getting more experiential with consumers becoming more demanding, discerning and looking for pleasure and indulgence in all aspects of ownership, right from greater engine power to mileage, from style to space, from overall comfort to the excitement of a great drive/ride. At the same time the focus on brands is increasing with consumers becoming increasingly brand conscious, largely because the choice of brand says a lot about the person driving the car is.

Shashank Srivastava, Chief General Manager - Marketing, Maruti Suzuki India Ltd, explained, “The brief was to structure a mid-term, all encompassing 360 degree campaign to quickly consolidate Ritz’s position as a premium hatchback, which offers consumers the best all-round package without them having to trade-off or compromise on their needs from a premium hatchback.”

Objective of the campaign:

To amplify Ritz as the best ‘all-round package’ in the segment and to infuse a sense of no-compromise amongst buyers when it comes to buying a premium hatchback.

J Minohara, VP & Executive Director, Dentsu Creative Impact, said, “With new entrants in the same segment, it has become even more important that each brand stands for a distinct quality or voice. The campaign has to work in creating a well-defined mindspace with consumers who are dealing with a clutter of choices.”

He further said, “The core concept of the campaign revolves around ‘trade-offs’ we make in life. We used the universal insight that in life we are always at cross-roads when it comes to making choices and in the process, choosing one thing over another can leave us feeling compromised. This human truth of the this-or-that game led to the birth of the ‘Why choose’ thought for the brand, that is, taking the trouble out of the car-buying choice and making the car-buying decision easier.”

“Today, the premium hatchback segment is getting more experiential and consumers are looking for pleasure and indulgence in all aspects of ownership. But, within the segment most cars call for a compromise or trade-off on one aspect or the other of ownership. So, there are some that promise great performance but compromise on mileage. Some others that offer great style but compromise on space and so on and so forth. Therefore, car buyers today are often called to make trade-offs and compromises when choosing their car brand and many a times this adds to the complication and confusion in their minds about which brand to go for,” Minohara added.

“The idea, therefore, was to un-complicate his decision and the ‘Why choose’ platform allows to convey very simply that one does not have make trade-offs anymore when it comes to buying a car since Ritz is the best all-round package and an exceptional blend of refinement, practicality and value to the Indian car buyer,” Minohara concluded.

The final product:

The Ritz ‘Why Choose’ campaign revolves around the universal truism of “Trade-offs we make in life”. Making a choice in life is a reality which none can escape, whether it is at work, home or anywhere else, we are always at cross-roads when it comes to making choices and in the process, choosing one thing over another can leave us feeling compromised. The idea was therefore to bring alive this dilemma in the film.

The whole film plays up the fact that the ‘this-or-that’ game can be painful especially when we’re making bigger choices, including buying a car. The film works on the same logic where we build up the choice patterns we follow leading up to a point that when it comes to making a choice of a car there is no longer a compromise.

All vignettes in the film highlight a choice which often needs to be made and is visually brought to life using either a physical divide, i.e. a split screen to depict it or a virtual divide to dial up the dilemma. Vignettes such as Follow your mind or Follow your heart , Obey or Rebel, Work or Life, Quit or Stay, Wife or Mother are some amongst the many vignettes which look to bring to life the dilemma of choices we are often faced with only to lead up to a point of solution where one does not have make trade-offs anymore when it comes to buying a car since Ritz is the best all-round package and an exceptional blend of refinement, practicality and value to the Indian car buyer.

Trump card:

We rate this ad 7 out of 10.

Xpert Comments:

Commenting on the Ritz ad, Charu Bakshi, President, 4th D IMC, said, “While ‘Why choose’ is not a unique concept, it has been made very relevant for Ritz. It has very good production values; this TVC seems to be based on strong consumer insights.”

Our take:

It is an interesting campaign and has been well scripted. We build up the choice patterns, we follow leading up to a point that when it comes to making a choice of a car there is no longer a compromise. The whole family plays a lead role in deciding which car to buy.

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