Lowe Lintas unveils new campaign for Alto

06 Nov,2014

By A Correspondent


Continuing with its mandate of essaying Maruti Suzuki Alto as the family car for the masses, Lowe Lintas has unveiled a new campaign that takes the viewers through new features that the refreshed car brand has to offer. Having undergone transformation over the years, the car has evolved to be strong and sharp in its focus, just like the TG it caters to – the “chase generation” – comprising the young and zippy, who are not willing to wait for life to take its twists and turns but chase their dreams.


The new Alto K10 campaign reflects the chase attitude of its target audience where a young boy takes on a playful challenge thrown by his girlfriend. The storyline is set against the backdrop of a chase between a young boy and his girlfriend. The boy proposes to the girl, who in turn teases him and challenges him to chase her, while she takes off for a paragliding sortie. The young boy spontaneously decides to chase the girl in his new Alto K10. As the girl reaches the landing site, she is surprised to see the boy waiting for her with a ring. The girl is bowled over and accepts his proposal.


Naveen Gaur

Speaking about the new campaign, Naveen Gaur, President, Lowe Lintas said, “The new K10 is a peppier Alto, ideally suited for the young urban Indians. The communication for it must revitalise the brand’s integration with their lives. Setting up the new K10 as the car for the “chase generation” accomplishes the task beautifully by bringing together a consumer attitude, the spirit of spontaneity, that is intrinsic to Alto brand, and giving raison d’être to the peppy performance of the car.”


The campaign will be tapping all media including television, outdoor, digital etc. to popularize the new offering to the masses.


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