NEW DELHI: In order to popularise its recently launched LUV, 'Life Utility vehicle', Ertiga, the country's leading passenger vehicle manufacturer Maruti Suzuki India recently embarked on an extensive outdoor campaign. Kinetic India handled the campaign execution duties in cities like, New Delhi, Chennai, Kolkata, Patna, Guwahati, Coimbatore, Cochin, calicut and Trivandrum.
The campaign objective was to create awareness about the new vehicle from the Maruti stable. Maruti Ertiga is a new car and looking to create a new segment of LUV, 'Light Utility Vehicle'. The vehicle is being positioned as a city driving vehicle and a vehicle for the big family. The vehicle comfortably seats up to 7 people and lies in the price bracket of Rs. 6.85 lakh to Rs. 8.75 lakh ( Petrol and Diesel variants). The primary objective of the campaign was to announce the launch of the 'Light Utility Vehicle' and create awareness among the T.G.
In order to achieve the above objectives, the media strategy was to deploy media at key intersections, traffic junctions and ensure presence at entry/exit points of suburbs (At Gurgaon entry) in the target markets. A mix of high impact media formats such as, billboards, unipoles, façades, panels etc. have been used for this campaign.
Apart from using standard media options, the agency deployed an innovation to draw additional attention. The word LUV was highlighted along with the vehicle and the punch line, 'A feeling called LUV'. The word LUV was written in raised acrylic letters and was illuminated with LED. A 2D cut-out of the vehicle was created and LED lights were placed behind the vehicle and the Ertiga logo along with the tag line in a backlit box
Commenting on this initiative, Sunila Dhar, Dy. general manager, media, Maruti Suzuki India Ltd., said, "The challenge for us was to build awareness of the new category creating the Ertiga brand quickly. The campaign idea was to build 'LUV' as a communication tool, which would not only bring forth the message of the new category, but will also build an emotion of 'love' with the brand."
"We chose a multimedia approach with outdoor being an important medium to build awareness quickly in specific markets. We are happy with how the campaign has played out. The well thought out innovations added value. Targeted locations helped build reach and visibility. If I may say so, Ertiga is already a household name with bookings far exceeding expectations", Dhar added.
Pushpendra Singh, national director, Kinetic India, said, “The campaign was aimed at building awareness about the new 'Life Utility Vehicle' category and establish Ertiga as a brand at the helm of this category. To achieve this objective, large and prominent locations were selected at key junctions and major traffic intersections. To amplify the launch, Kinetic also carried out an innovation at the busy Delhi-Gurgaon toll."
"We feel the campaign has succeeded in creating a buzz about the brand”, concluded Singh.
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