Dentsu Impact, a creative arm of the DAN, was established in 2006 with a vision to expand Dentsu India's business portfolio and to focus on unexplored business potential. Using best practices from Dentsu Japan, it has emerged as the fastest growing organisation within the Dentsu India Group. Dentsu Impact is led by experts in creative, strategic planning and account management with a single-minded objective of creating impact.
The Swift is not just a ‘Limited Edition’ sports car, but an inflection point for the brand. With individualism as the key platform, it was essential to rebuild the brand promise around its performance. The challenge faced by Dentsu Impact was to build relevant and sustainable brand associations, which could carry this promise across. This challenge was addressed by reinforcing the brand’s imagery, in order to make it look sporty, edgy, performance-driven and exciting.
The campaign essentially is an analogy of a cultural truth, as sports is a community based activity, yet those on the field alone are the primary components. To reach out to a maximum number of people and promote the limited edition Maruti Suzuki Swift Glory, mall activations across Delhi, Mumbai, Chennai, Bangalore, Chandigarh, and Hyderabad were conducted. Keeping in mind the sporty and stylish vibe of the vehicle, the audiences were invited to play a game of football. Those who scored the highest number of goals won an array of Swift branded merchandise. The activations were a resounding success, generating 800+ contacts, 600+ data entries and 500+ leads.