Maruti Suzuki assigns social media duties of A-Star and Estilo to Markigence

By Poojya Trivedi , afaqs!, New Delhi | In Digital | November 01, 2010
Maruti is looking to revive the brand recall value and market positioning of both Suzuki A-star and Estilo

The New Delhi-based integrated marketing communication agency, Markigence Communications, has recently been awarded the complete social media mandate for Maruti Suzuki A-star and Estilo. The agency will look after duties such as social media optimization (SMO) and online reputation management (ORM) for these two brands.

With these activities, Maruti is looking to revive the brand recall value and market positioning of both Suzuki A-star and Estilo in the automobile industry at large, and the car buying populace in particular.

Markigence Communications will undertake the entire ORM for A-star and Estilo, as well as the social media activities, which include community development and engagement activities across Facebook, Twitter, YouTube and other upcoming social media platforms.

"The nature of the activities for A-star and Estilo is the same, but the approach of these activities is different, as the two brands cater to different consumers," says Harshvardhan Dutta, business head at Markigence.

Maruti Suzuki A-Star, launched in 2008, is a hatchback with the brand theme of 'Stop at Nothing'. It is targeted at urban youth in the age-group of 20-28 years, who are independent and working. The company invited the audience to share their success-stories through a television commercial that is currently on-air. A similar campaign was also done online.

Apart from this, there is also an engagement campaign, where the agency is disbursing information on the theme of 'Stop at Nothing'. "In the Stop@Nothing A-Star Heroes campaign, we are talking about anything and anybody with the never-say-die attitude. It can be about Dandi March, Einstein-ian theories or about any heroes in real life," says Dutta.

Maruti Suzuki Estilo is an A2 category car targeted at young families. The activities for Estilo have yet to begin, but would be designed around the brand's tagline, 'Take a fresh view of life'.

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