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Maruti Suzuki to boost 'Move Up' philosophy via OOH branding

By M4G Bureau - August 06, 2020

The brand targets aspirational audience with a 360 degree campaign having OOH as a supportive media

Targeting the aspirational audience, Maruti Suzuki, a leading automobile has launched its latest campaign, ‘Move Up’, for its brand - the 2020 Dzire. Conceptualised and executed by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network (DAN) India, the campaign introduces the latest edition of India’s best-selling sedan, the 2020 Dzire. The 360-degree campaign has been designed for the promotion including OOH. The film has been released on television with a longer edit on digital. The campaign film is supported by elements in print, OOH and social media.

Speaking on the all-new 2020 Dzire, Shashank Srivastava, Executive Director - Marketing & Sales, Maruti Suzuki India said, "With over 55% market share in its segment, Dzire is the preferred sedan of over 20 lakh customers. Building on an overwhelming customer response, the 2020 Dzire offers next generation K-series engine with segment-first idle start-stop technology (ISS), an upgraded premium exterior design, refreshed interiors, and advanced features. As a company, we have believed in bringing technologies that benefit the customers. The 2020 Dzire will help us to continue with our brand promise, to offer products with state-of-the-art designs and advanced technology to delight our customers."

He further added, "The introduction of the advanced K-series Dual Jet, Dual VVT BS6 petrol engine with idle start-stop (ISS) function makes it more desirable, low on emissions with best-in-class fuel efficiency."

Commenting on the campaign, Anupama Ramaswamy, National Creative Director, Dentsu Impact said, "When it comes to Indian families, moving up never happens alone. Right from our childhood, we have seen our fathers work tirelessly, selflessly and go to any length to make every little wish, every little desire come true. With the 'Move Up' campaign, we celebrate this emotion and, also tell all fathers that the 2020 Dzire is by their side to see each and every desire of their loved ones come true."

Amit Wadhwa, President, Dentsu Impact added, "The idea of ‘Moving Up’ together with your family is one that resonates with every Indian. And when it comes to cars - moving up and togetherness is exemplified quite well in a sedan, especially by Dzire, which is the top choice for millions of people. The communication created around the car reflects just that and if I may add... quite beautifully!”




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