Maruti Suzuki Commercial launched ‘Tarakki Aapki, Saath Hamara‘, a 360-degree media campaign to celebrate the channel’s success.
The company said the campaign highlights the transformative ways in which Maruti Suzuki Commercial Channel helps enrich the lives and businesses of its customers by becoming a trusted partner in their success.
The campaign aims to raise awareness of the canal as a one-stop solution to customers’ business needs and its wide range of freight and passenger transportation products.
There are several movies released featuring different aspects of Maruti Suzuki Commercial.
Shashank Srivastava, Senior Executive Director (Marketing & Sales), Maruti Suzuki India, told ETBrandEquity.com that the company invests around Rs 7 crore in media and the overall campaign spend would be close to around Rs 10-11. crores of rupees.
The campaign is launched via TVCs, radio, billboards and digital platforms. Maruti Suzuki has hired Bollywood actors Aparshakti Khurana and Manav Kaul to be the face of this campaign. They are featured in TVCs showcasing day-to-day business challenges and proposed solutions at various touchpoints.
Shivankit Singh Parihar lent his voice in one of the films which tells the story of a successful entrepreneur celebrating life’s moments.
Srivastava added that overall the digital campaign investment is close to around 27-30%. Print media accounts for about 35-36% and the rest is television and billboards.
Campaign content was also designed in Hindi and other vernacular languages.
Srivastava said the campaign showed all the benefits of the Maruti Commercial network, including reliability and transparency. “In this segment, we are the challengers rather than the leaders because we entered this segment recently, only five years ago.”
Srivastava also pointed out that the contribution of the vernacular in the media plan is constantly increasing. “We realize that media consumption is increasingly vernacular and specifically for this segment,” he added.
“The campaign is an ode to hard-working and persistent business customers who are looking for a trusted companion to guide them on their journey to success,” Srivastava said.
Watch the TVC here