Building robust plans
for a global launch of its new concept car, the A-Star, Maruti Suzuki is learnt to have called for a creative pitch. Reliable sources confirm that around eight agencies are gearing up to pitch for the business. Of Maruti's roster agencies, Lowe, Capital Advertising and Hakuhodo Percept have been invited to pitch. In addition, Publicis India, Grey, Euro RSCG and Dentsu are also learnt to be pitching for the business.
The agencies will make creative and strategy presentations. There are likely to be two or three rounds of presentations amongst the agencies, with shortlisting at each stage. Sources estimate that Maruti is considering an advertising spend of around Rs 10 crore for the A-Star launch, though it could shoot up higher.
The A-Star will add to Maruti's A2 portfolio, which currently comprises the WagonR and the Zen Estilo. The car is expected to hit the roads by October.
This is not the first time that India has seen the global launch of a car. The Shah Rukh Khan endorsed Hyundai i10, again a compact car, also saw a global launch beginning with India.
The announcement of the launch of the A-Star comes on the heels of the launch of the new Swift DZiRE sedan. The A-Star will be produced initially for India, before being exported to markets in Europe and Asia. The world debut of the A-Star will make it the first concept car to be launched in India in the 26 years of Maruti Suzuki's existence in the country. Maruti Suzuki holds 55 per cent share of the Indian domestic passenger car market.