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Maruti Suzuki DZire inculcates good parenting in it's latest TVC

Maruti Suzuki DZire's latest TVC went on air in the last week of December 2010. The basic objective of the communication is to carry forward the brand's values and appeal.

This TVC is the on-going communication of its previous ad where a child was also featured. Maruti Suzuki DZire, is truly the heart car of India. Not only it's the largest selling sedan, it's hugely loved by its owners who have consistently ranking it as their most favourite car. The DZire brand has stood for fulfilling ones heart desires and for our audience we have realized that nothing parallels the joy and satisfaction of fulfilling the desires of their loved ones. And DZire has been an enabler in fulfilling it.

The DZire's first TVC beautifully brought out this point, leveraging the car's newness. . The endeavour was to carry forward the brand's values and appeal. The new TVC, developed by Lowe Lintas, takes forward the same emotions. It's an extremely endearing story that revolves around a father fulfilling his son's desire (in this case to see snow). Beautiful track and picturesque locales add to the overall charm of the commercial and the brand.

Ameer Jaleel, National Creative Director, Lowe Lintas speaking exclusively to Adgully said, "DZire has always been positioned as a family car and is pretty successful. In this TVC we wanted to show the DZire being the enabler of things. We wanted to communicate that the person who is driving DZire is worthy of admiration."

The TVC revolves around a boy who told his father that he lied in school about seeing snow when they were both in the car. The father immediately admonishes him and tells him never to lie. The next scene is shown where the father drives his son to a place where snow is there. The ad film is ideated from a simple concept that instills values and communicates the essence of the DZire well.

Jaleel further added, "A person's father is someone who is worthy of admiration and can make all things alright. So the ad film indicates that a person driving the DZire is admirable and the enabler."

According to a senior person in the Advertising world, it is a good and well thought out concept and communicates the brand clearly.

Credits

R. Balki - Chairman & CCO

Naveen Gaur - Executive Director

Anurag Prasad - Vice President - Planning

Ashwarya Yadav - Senior Brand Services Manager

Production House - Chrome Pictures

Director - Amit Sharma

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