Brief Explanation

Maruti Suzuki had been the leading car manufacturer in India for over 3 decades. A company that truly built cars for the people. Research had shown that people valued Maruti cars most for its traditional values. With India’s strong growth rate small town India was now coming to the fore- with increasing purchasing power and aspirations for new products. It was thus important for Maruti to retain its appeal for its small town customers. Retain its traditional values and seriousness of tone. It was thus important to find a media platform that embodied these values.

Results and Effectiveness

The platform helped in highlighting the Maruti Suzuki portfolio and boosting its positive corporate image. The show reached a whopping 120 million viewers and garnered 3500 secs of additional coverage through branded integrations (Providing a staggering 65% additional value on deal). Finally, during this quarter, the category was growing by 4%, but Maruti surged ahead with 6% growth which is 50% higher than then the entire category. Maruti Suzuki market share too saw a jump from 43% to 45% in this period.

Creative Execution

The Idea-Sponsorship of KBC(Indian “Who Want To Be a Millionaire”). A show that had captured the hearts of millions, hosted by the most respected icon of all times- the 72 year old superstar Mr. Amitabh Bachchan. Now in its 8th season, it attracted participants from the same small-town India which was our TG. The knowledge based theme of the show also matched the brief of meaningful entertainment. Aired at prime time every night had high viewership. The association consisted of multiple on-ground and on-air facets, including branded collateral, Ad spots, logo presence, customized assets, prize sponsors and other branded content.

Insights, Strategy and the Idea

The small town consumer. Aspirational and determined to succeed. They tend to be loyal Maruti customers- believe in tradition and are wary of new up-starts. Icons and idols are still stars of yesteryears . Meaningful entertainment- was more to their liking. The cable TV boom had now brought entertainment TV to every single home and had the widest and deepest reach. It was up to the media team to identify a programme or show that blended tradition, entertainment and seriousness to further the Maruti Suzuki message to this audience.