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Maruti Suzuki Ertiga innovates traditional advertising into a targeted marketing strategy

By Sudipto Adhicary , afaqs!, National | In Automotives | March 30, 2016
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Making the most of Second Screening with the Pairing SDK technology Maruti Suzuki Ertiga catches the audiences' attention.

Advertising, as they say, is a game of perception. And to help the audience perceive the brand in the right light, brands have always devised plans to reach out to the right audience, hit the sweet spot, and increase the brand recall value. With the increase in the use of smart devices, brands are now able to target their audience better. But making a connection and leaving an impression are still not grasped adequately. Keeping this in mind, Maruti Suzuki Ertiga devised an innovative way to interact, engage, connect, and leave an impression on the minds of its audience.

Delving into consumer habits of second screening-where users consume content on a smart device and traditional media simultaneously-and leveraging it through the use of Pairing SDK technology, Maruti Suzuki Ertiga reached out to it's audience in a more effective and convenient way. Pairing SDK technology helped the brand identify those users who were exposed to the TV ads and then displayed extended TV ads and banners on their smart devices. This not only spread the brand information but also helped increase its recall value. Thus making a more personal and engaging interaction.

With 83% audience accessing the internet using their smart devices, this campaign leveraged this scenario in a way no one has done so far. This campaign served more than 4.5 million impression and had an above average engagement rate of 1.08%.

This ingenious marketing plan devised by Maruti Suzuki Ertiga shared the informationof the new redesigned Maruti Suzuki Ertiga and also engaged with its users in a more interactive way. It reached out to its audience in a way that made them comfortable with the brand and also changed the way a brand could connect with its audience. In short, it changed the perception of advertising and broke the clutter present.

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