‘Men are back’ at Maruti Suzuki

30 Apr,2013

By A Correspondent


Maruti Suzuki SX4 known for its positioning as a car for the ‘man’. This time, the task of communication was to further strengthen this positioning and launch the new version of the SX4 which is equipped with the Super Turbo Diesel engine and a host of new features. The objective was also to reinforce the performance credentials of the SX4.


The new campaign developed by Lowe Lintas is based on the proposition that SX4 is the car for men who are passionate about driving. It is based on the insight that almost every boy grows up playing with cars. They always dream of driving their cars really fast and aggressively. The TVC establishes that SX4 is a car that lets you live your passion for driving. The TVC depicts a young boy’s passion for speed and thrill of driving a car, which is eventually fulfilled when he gets to drive the all new SX4.


Sanjeev Handa, General Manager, Marketing, MSIL, said, “The new SX4 has attractive new exterior looks, plush interiors, and exciting features like the touch screen audio cum navigation system & power folding ORVM’s. It comes with power packed performance and a Super Turbo Diesel engine. The latest TVC demonstrates our absolute commitment towards our positioning, which has let us stand distinctly apart in the segment. The production quality adds sheen to our statement and puts the TVC in a league of its own.”


Shot at an airstrip in Bangalore, the car shots were captured with hi-tech camera equipment and an international crew.



Creative: Amer Jaleel, Shriram Iyer, Shayondeep Pal, Mohit Arora, Mustafa Rangwala, Manzoor Alam, Ira Gupta, Nisheeth Srivastava, Ipshita Bose

Planning: Anurag Prasad, Ketaki Chand

Business: Naveen Gaur, Syed Amjad Ali, Sonia Upadhyaya, Aayushi Agarwal

Producer: Story-Tellers

Director: Arun Gopalan


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