Nov 24, 2005 11:32 PM
6377 Views
(Updated Nov 25, 2005 01:53 PM)
After reviewing some very fine ads on some very fine vehicles, I thought I could take some rest, but I am forced back into business by another very fine ad… Our ad industry is really going places…
We really had some very goods vehicles ads in the recent past. It all started with the launch of the Bajaj avenger, and though, not many would agree with this, it was a very good effort. And then came the ad that really made me fall on my knees- the Tata Safari DiCOR ad. And then came Toyota with its wonderful Innova ad. It was simply brilliant execution and excellent thought… These where straight out of an auto freaks dreams…
The ad
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And just when I thought that was it, came Maruti Suzuki with its esteem ad. Goes something like this…
Father and small daughter traveling in the car.
D: ‘dada, you got first rank in office?’
F: ‘No’
D: ‘you got birthday present gift?’
F: ‘No’
D: ‘you got promoting?’
F: ‘promotion? No’
D: ‘then whose big car is this?’
Then it shows a few shots of the car… and then the car stops and he gives her the key. She steps outside and shouts “My daddy’s… big… car”
It can be viewed at the site https://marutiesteem.com
I don’t know if reading this can convey any of the charm that the ad has… It’s just like the Surf excel ad. There is a special charm to it, which can only be experienced watching it. The ad makes you sit up and notice, and also makes your lips curl in a smile… something that a car ought to do.
The thought behind
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I think this is one of the best ad campaigns for a car so far. And that is because the ad conveys a very beautiful message for the car. The car in question here is the esteem. Once the strong player in the mid segment, the esteem has been selling in lesser numbers, and the numbers have come really down with the launch of the Swift. Maruti is desperately in need of getting some good numbers on the esteem.
This is where the ad steps in. it portrays everything the car is. The swift is after all a small car. The esteem is ‘ bigger’ (Got a boot, remember?) and is one of the entry level ‘big cars’. Competing with the Tata indigo, the esteem is the starting option for people who want their cars to have a separate boot.
Definitely “ the easy to own big car”
Indians consider mileage as one of the most important parameters in buying cars. Here also, the esteem being light has a better edge over most of the competition. Also, the service network of the company is he best…
“ Big on mileage, big on savings”
So, what makes esteem a car worth buying… It’s a big car. The “ easy to own big car”.
The ad has highlighted all these values of the car. And has the charm to make it noticeable. Hope the ad is able to bring good sales for the company… Now if only Maruti could make a good commercial for the Swift…
