Maruti has always positioned its Swift car as an affordable, 4-wheeler,
which can comfortably fit in your entire family and is best-suited for
Indian roads. However, Maruti decided to deviate from its original route
and adopted a new positioning for promoting its sporty-looking limited
edition car, Swift Glory. It is a car for players, says Maruti's latest
TVC.
The film shows cool stylish guys driving the Sporty looking Limited Edition while the rest of the world watches them drive by. Some watch as 'spectators', some like fans gawk at the car, some are the cheerleaders who add cheer to the world with an early morning hello, some are commentators because they make comments, some like the neighbor's dog is a critic and barks as the Swift drives by, some like the rally that passes by are the 'Sloganeers and Chanters, Ravers and Ranters'. Finally the guys park their vehicles and strut out of the cars as the voice over concludes 'Then there are the players... The limited edition Swift Glory is for the Players'
The film shows cool stylish guys driving the Sporty looking Limited Edition while the rest of the world watches them drive by. Some watch as 'spectators', some like fans gawk at the car, some are the cheerleaders who add cheer to the world with an early morning hello, some are commentators because they make comments, some like the neighbor's dog is a critic and barks as the Swift drives by, some like the rally that passes by are the 'Sloganeers and Chanters, Ravers and Ranters'. Finally the guys park their vehicles and strut out of the cars as the voice over concludes 'Then there are the players... The limited edition Swift Glory is for the Players'
"The idea draws a parallel between the world of sports and the real
world. Just like in a sports world, there are players and there are
spectators, fans, cheer leaders etc., the film shows that the new Sporty
looking limited edition of Swift creates a new distinction between
those who are the players and those who are not, " says Titus Upputuru,
National Creative Director, Dentsu Creative Impact.
This entire campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation.
This entire campaign is supported with a full-fledged 360 campaign with television, Cinema, radio, digital and activation.
Source: http://www.adageindia.in/marketing/cmo-strategy/maruti-swifts-new-tvc-is-meant-for-players/articleshow/49364481.cms
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