Feb 5, 2010

Maruti Suzuki | MUV Eeco Campaign | India

Maruti Suzuki India has created a fictional family to promote its family-friendly Eeco model.

Maruti Suzuki | MUV Eeco Campaign | India
Targeting tier one and two cities in the country, Eeco is aiming to create a brand image centered on family values. Creative agency Dentsu Creative Impact is launching a series of sitcom-like commercials to tell the tale.

Each family member featured in the campaign has their own quirky personality. The project calls on local comedians and artists familiar across all generations in India.

The family of five include a nagging grandmother that lives in a photo frame, a daughter-in-law in the police force, a soft-spoken older son depicting the typically meek Indian husband and a genius son with oversized glasses. Then there is a brother-in-law who is a 'mama’s boy’ and a poetic pet dog named Kartoon.

The series sees the family and their dog involved in day-to-day family life situations including going for a picnic, to a wedding and a variety of other family gatherings.

“In today’s fast paced life, 'families’ and 'family values’ have taken a backseat. We believe through Eeco we can remind people of the joys of family life,” explains the team at Dentsu.

Dentsu Creative Impact won the Eeco creative business in January. The pitch is believed to have involved Capital, Percept Hakuhodo and Lowe Lintas. Dentsu will oversee the whole through-the-line execution for the brand.

Project MUV Eeco Campaign
Client Maruti Suzuki India Limited
Creative agency Dentsu Creative Impact
National creative director Gullu Sen
Creative directors Harish Arora, Manavjit Mohil
Art directors Manavjit Mohil, Daljeet Singh, Momina Noor
Copywriters Harish Arora, Devdas Nair, Jeren George
Servicing head Minohara Junichi
Strategic planner Kartikeya Srivastava
Director Rajesh Saathi
Production company Keroscene
Post production company Famous
Music credits Sanjeev Bijlani
Exposure Television

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