Capital rides home Maruti's soon-to-be-launched Swift

Maruti has awarded Capital Advertising the creative duties of its much-awaited Maruti hatchback Swift. Because the appointed agency is bound by a non-disclosure clause, further details about the win could not be ascertained, including the size of the business.

The outcome of the pitch process comes nearly after three months. While at the beginning there were many agencies in the fray, the list was brought down to three names. Besides two of Maruti's club agencies- Capital Advertising and Hakuhodo Percept, O&M was in the final round too.

For the record, Lowe and Contract, the other two agencies in Maruti's roster, were also in the fray in the initial rounds, but failed to make it in the final short-list.

Swift is expected to be an exciting project. The car is Maruti's answer to Hyundai's Getz and the Fiat Palio. So a fancy launch is very much on the cards. And, that means fat ad budgets.

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