Maruti has launched its latest small car -- Ritz. The family car hit the Indian roads on May 15, 2009 and was rolled out with much fanfare.
Lintas Media Group (LMG), the media agency for the car brand, carried out a couple of innovations.
In other media innovations, LMG's outdoor arm, Aaren Initiative carried out an out-of-home activity in Delhi.
The outdoor vehicle used was a truck, which was stationed at various locations in and around Delhi. The sides of the truck carried a static vinyl screen with the image of the car.
"We tried to use it as a medium of live advertising," says Sudha Natrajan, president and chief operating officer, LMG. "This solution was devised as there aren't many options available in Delhi to utilise outdoor."
Due to certain legal rules, the number of hoardings in Delhi is much lower than in other Indian cities. There are a limited number of hoardings and outdoor in the form of public utilities and bus shelters. Which is why the trucks were used, says Natrajan.
LMG intends to take this activity to other metros as well, such as Mumbai, Chennai, Bengaluru and Kolkata.