Maruti Suzuki has geared up for the festive season with the roll out of ‘Celerio Dil Thi Gujarat Maate’, a special campaign designed by Dentsu Creative Impact exclusively for the Gujarat market. The campaign is aimed at leveraging the popular Navratri festival to strengthen its connect with customers and promote sales.
This is for the first time that Maruti Suzuki is organizing such a customized market-specific campaign to connect with the customers at a local level in Gujarat. The campaign includes a host of interesting activities including TV commercials, print advertisements, radio spots, digital, cinema and outdoor, which are designed in Gujarati language and reflect the unique culture of the state. All these activities will reach out only to the audience of Gujarat.
Elaborating on the campaign, Mr. Vinay Pant, Head of Marketing, Maruti Suzuki India said, “This is for the first time Maruti Suzuki is doing such an innovative campaign at a local level. The flavors of Gujrat and Navratri as an occasion were specially used to create a bond at a local level and bring out various aspects of the brand and the product. With this step we hope to further strengthen the success of brand Celerio that already has been doing exceptionally well since launch.”
According to Mr. Amit Wadhwa, Branch Head, Dentsu Creative Impact, “To unlock the full value of the customer in a local campaign like this, it was imperative that we talk to the customer in his language and create empathy for the brand. Navratri, the biggest festival in Gujrat, gave us the opportunity to create a connect between the people of Gujrat and the brand. The campaign aims to reflect on the different aspects of their life and how the brand and the product compliments them.”
The campaign will run from 11th Sept to 22nd Oct’15. Other activities during the period include display at malls, bowling alleys and a digital engagement contest ‘Style Icon’ of Gujarat. Celerio was launched by Maruti Suzuki in 2014 and has already crossed the 1 lakh sales milestone. It was the first car to introduce the Auto Gear Shift transmission in India. Celerio is available in Petrol, CNG and Diesel fuel options. Celerio diesel with a fuel efficiency of 27.62 km/l ranks among the top three most fuel efficient vehicles in India.