Maruti Suzuki India
Limited, the leader in the field of small car manufacturing, has
focused on designing compact premium offerings which include Maruti
Swift, Maruti Ritz and Maruti A-star which have been lapped up by
younger audiences. The company is making all efforts to study the needs,
aspirations and usage pattern of vehicles of young car owners.
Maruti Suzuki India decided to launch Maruti A-Star in 2008 because it had envisioned the varying and evolving needs of the upcoming niche segment that was to be formed by the ever growing population of young and educated citizens. It launched Maruti A-Star keeping in mind the various attributes that this young yet knowledgeable generation expects from a car these days. A-star was a strong offering with the most distinctive look from Maruti Suzuki’s vast portfolio.
With Maruti A-Star, Maruti Suzuki India Limited entered a different psychographic segment wherein addressing younger needs, in a tonality never expected from Maruti was required. Cutting the Maruti A-star communication across minds of TG was important. With Maruti A-Star, Maruti Suzuki India entered a segment that required undertaking activities that could entice the youth. To create an image for the A-Star that the youth could relate to - emphasizing the never say die attitude the youth lives by, to exhibit the undying spirit of life and to showcase the tremendous amount of energy the youth exudes in every activity they undertake.
The A-Star, since the beginning of its journey in India, has taken enormous strides in the direction of achieving a Youthful & jazzy image for itself. During the A-Star brand journey, Maruti Suzuki India became the first car manufacturer in India to use stunts in the A-Star commercials, launched a Campaign on self belief in mass media wherein the ad showcased stop@nothing spirit at the cerebral level. The A-Star chose Farhan Akhtar, already established as a symbol of aspiration and the “never-say-die” spirit, as the face of the brand. The campaign was backed up by A-star Rock shows and other BTL activities like the “Mileage Rally”. Mall activities, in association with Future Group in 44 cities gave the brand it’s much needed top-of-the-mind awareness. These activities targeted the younger spirit and mental strength of youth for taking everything on front foot.
Maruti A-star is “attitude” personified. And what better expression of attitude than to be the one to redefine whatever the world knows? The A-Star’s upcoming all new Dictionary campaign takes a leap from this thought and extends it by defining characteristics of the generation. The A-Star dictionary campaign presents an all new definition of various words. The advertisements which redefine a set of words aim to bring forth the never say die spirit of the young and synergize it with the Maruti A-star personality. For those, with an indomitable stop@nothing attitude and the desire to carve out their own niche. In this idea, the A-Star Dictionary takes everyday words and redefines them in an A-Star sense. So, a set of 7 words get a unique A-Star spin on them – an exciting interpretation based on the product itself. An idea, that takes form over numerous executions and can be spread out to non-traditional media and topical issues easily, it becomes a format whose body language is uniquely stop-at-nothing. It is symbolic of the young India that is. Confident, Impatient and Competitive.
Maruti Suzuki India decided to launch Maruti A-Star in 2008 because it had envisioned the varying and evolving needs of the upcoming niche segment that was to be formed by the ever growing population of young and educated citizens. It launched Maruti A-Star keeping in mind the various attributes that this young yet knowledgeable generation expects from a car these days. A-star was a strong offering with the most distinctive look from Maruti Suzuki’s vast portfolio.
With Maruti A-Star, Maruti Suzuki India Limited entered a different psychographic segment wherein addressing younger needs, in a tonality never expected from Maruti was required. Cutting the Maruti A-star communication across minds of TG was important. With Maruti A-Star, Maruti Suzuki India entered a segment that required undertaking activities that could entice the youth. To create an image for the A-Star that the youth could relate to - emphasizing the never say die attitude the youth lives by, to exhibit the undying spirit of life and to showcase the tremendous amount of energy the youth exudes in every activity they undertake.
The A-Star, since the beginning of its journey in India, has taken enormous strides in the direction of achieving a Youthful & jazzy image for itself. During the A-Star brand journey, Maruti Suzuki India became the first car manufacturer in India to use stunts in the A-Star commercials, launched a Campaign on self belief in mass media wherein the ad showcased stop@nothing spirit at the cerebral level. The A-Star chose Farhan Akhtar, already established as a symbol of aspiration and the “never-say-die” spirit, as the face of the brand. The campaign was backed up by A-star Rock shows and other BTL activities like the “Mileage Rally”. Mall activities, in association with Future Group in 44 cities gave the brand it’s much needed top-of-the-mind awareness. These activities targeted the younger spirit and mental strength of youth for taking everything on front foot.
Maruti A-star is “attitude” personified. And what better expression of attitude than to be the one to redefine whatever the world knows? The A-Star’s upcoming all new Dictionary campaign takes a leap from this thought and extends it by defining characteristics of the generation. The A-Star dictionary campaign presents an all new definition of various words. The advertisements which redefine a set of words aim to bring forth the never say die spirit of the young and synergize it with the Maruti A-star personality. For those, with an indomitable stop@nothing attitude and the desire to carve out their own niche. In this idea, the A-Star Dictionary takes everyday words and redefines them in an A-Star sense. So, a set of 7 words get a unique A-Star spin on them – an exciting interpretation based on the product itself. An idea, that takes form over numerous executions and can be spread out to non-traditional media and topical issues easily, it becomes a format whose body language is uniquely stop-at-nothing. It is symbolic of the young India that is. Confident, Impatient and Competitive.
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