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Maruti Alto rings up nostalgia of first ride with a heartwarming film

Maruti Suzuki and Dentsu Creative Impact have come together to create a campaign that takes a loving look at the relationship that all of India has with the Alto. The metaphor is one of the most universal to signify a ride – the piggyback or horseback ride that a child plays with his parents or immediate family. Not only does the TVC capture the trust that Indians have in the Alto, much like the trust a child has towards the parent, but the creative also captures the joy and innocence of the first ride.

The creative marks not just the number that is momentous for Alto, but also is an emotional landmark for Indians across. All coming alive in the articulation – ‘India ki Pehli Sawaari’.

The communication is part of a 360 degree campaign that includes TV, print, cinema, radio, digital and activation.

Watch the ad here:

Commenting on the campaign, RS Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India, said, “From offering a dream of owning a car, Alto reflects the changing India. While Alto’s true essence lies in its remarkable fuel efficiency and performance, it has a zippy and sporty design and premium features in its segment that appeals to the customer. Over the years, Maruti Suzuki has kept the brand rejuvenated with latest technology, features and design. These initiatives have helped in creating countless memories of fun, trust, togetherness, friendship and love with our customers; fulfilling the dreams and aspirations of 30 lakh families.”

Titus Upputuru, National Creative Director, Dentsu Creative Impact, elaborated, “As we started thinking about this huge milestone that Alto has achieved, we thought why don’t we celebrate the families instead. We all remember getting on the back of our fathers and mothers and taking our first ride. It just seemed so appropriate to use this metaphor as it dials up nostalgia. Working with so many children was a delightful experience.”

Amit Wadhwa, Senior Vice President & Branch Head, Dentsu Creative Impact, added here, “It is beyond just a milestone, it’s a testament to how many lives Alto has touched over the past years. It’s a car that has been in the family across generations and continues to be among the favourites for first time car buyers. The simplicity of the idea is in using kids and their parents for the first ride should move not just current and past owners, but also future intenders.”

Campaign credits:
Client: Maruti Suzuki India
Client contact: Vinay Pant, Tarun Gandhi, Priyanka Mehta
Creative agency: Dentsu Creative Impact, Gurgaon
National Creative Director: Titus Upputuru
Creative team: Titus Upputuru, Neharika Awal, Auryndom Bose, Chinmoy Bhowmik, Bhavdeep Singh, Nitin Gupta, Vandana Pant, Deepali Agarwal, Yathrath Sahu
Account management: Hindol Purkayastha, Prayank Tyagi, Arjan Soni, Shashank Upamanyu, Himanshu Wahi

Account planning: Kartikeya Srivastava, Nilakshi Medhi, Sabitha Sudarshan
Films: Dawa Lama

Production House: Chrome Pictures

Director of the film: Amit Sharma

Producer: Poonam Wahi
Music: Abhishek Arora

Still Photographer: Tarun Vishwa
Production House: Glitz Modelling


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