Lowe goes Dhantenan for new Alto K10 TVC

Lowe Lintas has conceptualised a new TVC for the new Maruti Alto. Maruti has revamped its highest selling car by fitting it with a new K10 engine that's a part of the A-Star and Ritz. Along with the new engine, a facelift is also seen which comes with a new set of headlights and backlights. The interiors of the car have also been changed.

The film opens with two friends who have decided to go out partying at a time when the others around then have gone off to sleep. The friends drive off in their Alto to a club only to find out to their disappointment, that its shut. The man seems unperturbed by this and gets back into his Alto, where he raises the volume only to start partying in the car itse lf. The TVC ends with a various shots of the car and the voiceover says, "Presenting the Alto K10".

Commenting on the TVC, Syed Amjad Ali, executive vice president, Lowe Lintas, said, "The key challenge before the agency Lowe Lintas was to differentiate the existing Alto BSIV with the K10. The strategy therefore, was to differentiate K10 attitudinally, rather than on features, since both BSIV and K10 have to co-exist. Alto K10 is aimed at appealing to those consumers who connect with a kind of lifestyle which is different from conventional living."

On the Alto K10, B Vivek, AGM - marketing, Maruti Suzuki India, said, "ALTO K10 is for the entry level car buyer who is value conscious, but does not want to compromise on performance, features, style and the attitude".

WATCH TVC here

Credits
Agency: Lowe Lintas
Chairman and chief creative officer: R Balki
National creative director: Amer Jaleel
Executive vice president: Syed Amjad Ali
Senior brand services director: KRK Ganesh
Strategic planner: Anurag Prasad
Brand services manager: Soubam P