Young Indians ready to pay for sustainable, valuable cars: Partho Banerjee, Maruti Suzuki

Maruti Suzuki India Limited (MSIL), recently announced Bollywood actor Kartik Aaryan as the brand ambassador for the Brezza and launched a new campaign 'More Power To Your Play' at the Bharat Mobility Expo 2025 in New Delhi.

The brand also recently stepped into the EV market with e-Vitara with the philosophy of 'e for ME' reflecting a dual commitment: small 'e' for the Maruti ecosystem and big 'E' for Mother Earth. The automaker believes they aren’t just selling a product, they’re offering a solution that contributes to a better planet. India’s diversity demands that the brand remains technologically agnostic, offering ICE, CNG, and EV vehicles to cater to a wide range of customers.

At the press conference, Partho Banerjee Senior Executive Officer, Marketing & Sales, Maruti Suzuki India Limited shared, “As one of the leading car manufacturers in the country, Maruti Suzuki is focusing on understanding what the young millennial really wants. Nowadays, it’s not just about functionality or mileage—people understand those aspects. But there has to be a purpose, and that purpose has to be bigger. If we can contribute in some way to sustainability, to protecting Mother Earth, then why not? Even if that contribution comes through buying a car, it’s worth pursuing.”

Brezza, in particular, embodies this vision, he believes. “It’s versatile, comfortable, and stylish—a perfect fit for the youth of India. With Kartik Aaryan as the face of our campaign, we’re bringing this story to life. He represents the aspirations of young Indians, just like the Brezza does. Together, we hope to create a positive reverb that resonates deeply with our audience and continues to drive growth.”

When it comes to the campaign, Banerjee mentioned that while their vehicles are known for their reliability and affordability, their campaigns are now designed to resonate on a deeper, more meaningful level. For instance, their latest initiative incorporates sustainability into the conversation. 

In the ad, Kartik Aaryan shows how the Brezza enables him to lead a life that is worthwhile against a backdrop of both colourful cityscapes and rocky quarries. The Brezza adjusts to his needs. 

When it comes to experiential marketing like The Auto Expo, Banerjee believes that they believe in creating experiences that align with the aspirations of young Indians, which is why experiential marketing is becoming increasingly important. This is where the Brezza steps in as a stylish, high-performance car that reflects both purpose and practicality, appealing to the dynamic, young audience, he noted. 

He said, “Experiential marketing also plays a key role. People want to experience a brand and see it live up to its promise. A huge brand promise is one thing, but delivering it through actual experiences is what sets a product apart. That’s how you win the race.”

Along with their marketing priorities, their advertising is taking a turn as well. Banerjee focussed that in terms of their advertising strategy, they’ve transitioned heavily, aligning with the shift in consumer behaviour. While traditional mediums like print, radio, and outdoor still hold relevance depending on the target audience, MSIL has taken bold steps to go fully digital in key moments.

“When it comes to ad spends, Maruti Suzuki is transforming in line with changing consumer behaviour. We’ve shifted heavily to digital media. For example, at this Auto Expo, we made the decision not to run any print ads and went entirely digital. It reflects where the world is headed and where our target audience engages the most. That said, traditional mediums like outdoor, radio, and print still have their place. It all depends on the target audience and the medium they are most connected to,” he highlighted.

Looking at trends in the automobile space, Banerjee observed one key shift is the premiumization of products. “The young Indian customer today is willing to pay a higher price if they see value in it. While value for money remains important, we’re seeing a surge in demand for higher-end variants, and that’s a key trend we’re focusing on moving forward.”