J. Minohara, VP and executive director at Dentsu Creative Impact, explains that the campaign points out the ‘trade-offs’ in life. “We used the universal insight that in life we are always at cross-roads when it comes to making choices and in the process, choosing one thing over another can leave us feeling compromised,” he added.
But why choose? Ritz intends to ease the headache on car buying. The brand is equipped with style and space, comfort and excitement. The campaign is set to roll out in two phases. First is to position Ritz as a premium model from the other models within MSIL.
Dentsu Creative Impact also handled a campaign for MSIL's Eeco earlier this year.
Project Ritz Choices
Client Maruti Suzuki India Limited
Creative agency Dentsu Creative Impact
National creative director Gullu Sen
Executive creative director Kunal Gill
Creative director Sunayna Sabharwal
Art director Avinash Chauhan
Copywriter Sunayna Sabharwal
Concept Avinash Chauhan, Sunayna Sabharwal
Account servicing Sambit Burman, Hitesh Chhabra, Shubham Sharma
Strategic planner Kartikeya Srivastava
Film director Joachim Nielson
Production company Kiss Films
Exposure Television, print, outdoor, radio, cinema, ambient, digital