Debrief: Maruti Swift: More reckless driving

04 Jul,2013

By Anil Thakraney


Shots of rash, reckless driving in adverts give me the frights. Most car makers do this (as also movie makers), and then some idiots go ahead and emulate the stunts on the streets, leading to tragic results. Therefore there’s no point really in singling out Maruti Swift for such irresponsible advertising.


In addition, Maruti has named the brand Swift, and therefore it gets very tempting for them to show high speed because the car has to live up to its name. Also, this particular brand targets young India. And so they have to show youngsters speeding, and this is a lethal combination. One recent study has indicated that a majority of the road accidents in Mumbai involve those in the age group of 21 to 30 years (Maruti Swift’s desired segment).


The commercial itself is pretty stupid, nothing to report on that. Basically, lads and ladettes going crazy in their Swift. The question all creative people must ask themselves is this: To demonstrate power and zip in a car, do we literally have to show reckless driving? Isn’t it possible to achieve this by using the power of lateral thinking? I would urge my pals in the ad world as well as their clients to chew on this. Because we must never forget that you can buy a driving licence in India for a few hundred bucks. And then take some lives for free.


Rating: (On a scale of 1-5): 0. Thoughtless stuff.


Anil Thakraney is a senior journalist and commentator. He is also Editor-at-Large, MxMIndia. The views of the writer are his own. He can be reached via Twitter at @anilthakraney


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