MUMBAI – On the back of a previous successful campaign, Lowe Lintas has unveiled a new campaign for Maruti Suzuki Alto that takes the viewers through new features that the refreshed car brand has to offer.
Having undergone transformation over the years, the car has evolved to be strong and sharp in its focus, just like the TG it caters to – the “chase generation” – comprising the young and zippy, who are not willing to wait for life to take its twists and turns but chase their dreams.
The new Alto K10 campaign reflects the chase attitude of its target audience where a young boy takes on a playful challenge thrown by his girlfriend. The storyline is set against the backdrop of a chase between a young boy and his girlfriend. The boy proposes to the girl, who in turn teases him and challenges him to chase her, while she takes off for a paragliding sortie. The young boy spontaneously decides to chase the girl in his new Alto K10. As the girl reaches the landing site, she is surprised to see the boy waiting for her with a ring. The girl is bowled over and accepts his proposal.
Speaking about the new campaign, Naveen Gaur, President, Lowe Lintas said, “The new K10 is a peppier Alto, ideally suited for the young urban Indians. The communication for it must revitalise the brand’s integration with their lives. Setting up the new K10 as the car for the “chase generation” accomplishes the task beautifully by bringing together a consumer attitude, the spirit of spontaneity, that is intrinsic to Alto brand, and giving raison d’être to the peppy performance of the car.”
Shot in the hills of the picturesque Manali, Baijnath and Bir Billing, the campaign shows off locales that have previously not been explored by many film-makers. It also has a very peppy track where the song has been sung by Siddharth Mahadevan (of ‘Zinda’ track fame from Bhaag Milkha Bhaag). The campaign beautifully captures the human emotion, and the attitude of chasing what one desires; in fact that’s the way some people choose to live.
The campaign has gone on air from today and will be tapping all media including television, outdoor, digital etc. to popularize the new offering to the masses.
