Apr 19, 2010

Maruti Suzuki | Ritz Choices | India

Maruti Suzuki India (MSIL) is taking on the fierce premium hatchback car segment with a campaign launch for its Ritz car brand titled 'Choices'.

The hatchback segment is said to be one of the fastest growing vehicle categories in India. Appointed agency Dentsu Creative Impact is set to create an ‘all-rounded’ image for Ritz, and make the brand the default choice for consumers.

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.





Credits:
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


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