Debrief: Maruti Ertiga: Not LUVing it!

24 May,2012

By Anil Thakraney


Okay, I am kinda confused. What IS the Maruti Ertiga? From what I read in the initial media reports, it’s an MUV (Multi Utility Vehicle). Then someone said it’s an MPV (Multi Purpose Vehicle). And even as I was still scratching my head over the difference, in comes the TV commercial which calls it an LUV – Life Utility Vehicle. What in the world is that now?


So I watched the commercial as if it was a mystery movie, and guess what? I am left EVEN more confused! I was expecting to see a large, hansta khelta Hindu undivided khandaan in the ad. That’s the segment that would go in for a car like this, I assumed. Instead, what I saw was a young babe doing things I couldn’t comprehend after repeat exposures. All I recall is many boring shots of the Maruti Ertiga, the interiors and the exterior. And then it suddenly struck me: They are using LUV as a pun for LOVE! Wow!


I would say the Maruti guys are fortunate to get away with such inane and puzzling advertising. And that’s because the Ertiga is actually a fabulous option for those looking for a largish family vehicle that doesn’t cost the earth. Maruti, in any case, enjoys huge loyalty in the market, therefore sales won’t be an issue at all. Even if the ad sucks, which it does in this case.


Bottom-line: Wrong positioning, wrong idea, wrong situation and a very stupid pun to top it all.


Rating: (On a scale of 1 to 5): 1. Confused and silly


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