Debrief: Maruti: ‘Kitna deti hai?’ continues to rock

10 Jul,2012

By Anil Thakraney


I have always been a fan of Maruti’s ‘Kitna deti hai?’ campaign. Okay, the phrase has an erotic ring to it (admittedly that’s my dirty mind at work), but its single-mindedness of purpose is admirable. And also the fact that it’s totally relevant; Indians tend to be obsessed with mileage. There’s one more reason for my liking this campaign: The commercials are always entertaining.


Well, Maruti is back with yet another ‘Kitna deti hai?’ ad. And the timing could not have been more appropriate. With petrol prices going through the roof, this is the one question on top of every middle class car buyer’s mind. The new TVC re-creates the thirties. A firang lady called Amelia Johnson is the first woman to fly solo from England to Australia. She’s arrived for a ‘stop-over’ in Mumbai, and crowds have gathered to meet her. Amelia excitedly boasts about the various technical features of her aircraft when a desi jumps her with that most important question: Kitna deti hai?


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Super stuff. Love this ad. The humour is solid and the treatment outstanding. (Not easy to re-create that era in an ad… ads usually have limited budgets.) And most importantly, I simply adore Amelia’s expression when that deadly question is fired at her. It’s a cross between amusement and astonishment. And it’s not an easy expression to deliver. A huge pat on the back to the film’s director just for this.


Rating: (On a scale of 1 to 5): 4. Wonderful idea. Lovely execution.


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