Maruti Stingray promises to be 'everything' youth want

Dentsu Creative Impact has rolled out a two-film TV campaign for Maruti Stingray.

The films showcase how the car plays many roles in the lives of youngsters.

One of the films opens showing a couple on a beach. Set to a peppy track that says 'Everything', the guy is shown lazing in the car while a super says 'Shack'. The film goes on to show how the Stingray serves as a 'Wardrobe', 'Love Nest' and 'Disco', and helps 'Status Update'.

The other film is on similar lines, where the Stingray acts as a 'Library', 'Cafe', 'Workstation', etc.

Both films end with a voice over, “Presenting Stingray. Everything about me packed into one. Stingray, My thing. Everything!”

Harish Arora, NCD, Dentsu Creative Impact, said, “Pick any youth today and just peek into his car… you find pizza boxes, cans, ties, shirts, shoes inside. Simply put, the youth today practically live out of their cars, the car is more than just a mode of transport, and it’s their world today.  Our idea was to take this insight to the next level and hence the idea - 'My thing. Everything.’ We wanted our TG to see the TVC and relate with the various situations as each of them is a slice of his life."

Amit Wadhwa, branch head, Dentsu Creative Impact, said, “We are talking to the ‘everything generation’. And the one partner for them in everything they do, are their cars. With Stingray being designed keeping the youth in mind, we brought it alive through the idea – everything about me packed in one.”

Thomas Cheriyan, AGM (marketing), Maruti Suzuki India, said, “Maruti being the leader in the automobile segment caters to a wide range of customers cutting across various markets and various segments. With the launch of the Stingray, which is a stylish, premium offering, we wanted to target the younger audience while retaining the core values of Maruti. The campaign has also been made accordingly, showcasing how the car fits into the life of today’s youth - work, personal life, friends, family etc."

The campaign would straddle print, television, digital, outdoor and POS over two months.

Credits

Client: Maruti Suzuki India
Creative agency: Dentsu Creative Impact
Account management: Amit Wadhwa, Megha Jain Sadhwani, Nevin Joseph
Planning: Kartikeya Srivastava, Krittika Chakarborty, Aanchal Sachdeva
National creative director: Harish Arora
Executive creative director: Manavjit Mohil
Art director: Shekhar Kumar, Daljeet Singh, Sourabh Ahuja, Ram Shah
Copywriter: Jerin George, Devdas Nair, Piyush Gupta
Director (film): Marlon Rodrigues
Production house: White Onion