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Maruti Suzuki positions 'Alto' as a car 'Made for India' with its latest brand campaign

By Rumani Arora , afaqs!, New Delhi | In Marketing | January 19, 2017
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Maruti Suzuki shares the eclectic side of Indian with its latest brand campaign 'Alto, Made for India. Lets Go India'.

We Indians don't need an occasion to go out and celebrate. Most of the time, we're eagerly waiting on our toes for a call to get up and just go. Be it an urge to explore the town, a craving to eat something exotic, or even a long drive through the downpour - our reasons for going out vary from person to person, yet we all imbibe the 'Let's Go' philosophy.

Maruti Suzuki identified this very 'moving nature' of Indians and integrated it with its latest campaign 'Alto, Made for India. Lets Go India.'. Under this, the car brand beautifully captured the vivid nuances of how India constantly moves on wheels.

The video showcases 'Alto' as an integral part of the journey of every Indian - every community, every culture, every religion and every city. The idiosyncrasies of being Indians and driving on the Indian roads; how we travel - be it going to a family function, shopping/hanging out with friends, or celebrating a festival/occasion.

Maruti Alto

The campaign was promoted through on ground events and various digital platforms such as Facebook, Instagram, Twitter, YouTube and Hotstar to promote their positioning. It adopted an aggressive approach for social media as the car brand rolled out various promotional videos, social contests, poll campaign, etc. on Twitter and Facebook respectively.

It yielded good results for the company in terms of engagement as well. As per the data analytics available, Maruti Alto garnered 41,91,725 views with 18.71% VTR/ER for the promotional videos and 129,832 views with 27.8% VTR for the promotional posts on Facebook and Instagram. On Twitter, promoted videos reaped 2,89,475 views with 25.30% VTR while promoted tweets received 6,491 views with 2.17%VTR.

If we talk about the highlights of the campaign, then we cannot miss out Alto's city tours and the YouTube video titled 'The Alto Story'.

Interestingly, Alto took the promotional activity to different cities during the course of the campaign. From metro cities like Delhi, Mumbai, Kolkata, and Hyderabad to small cities such as Cochin, Coimbatore, and Guwahati, Alto almost explored the whole of India on four wheels. This entire campaign was well covered on both Facebook and Twitter. Also, there were related contests bringing in more engagement for the brand on the social platforms.

In totality, the campaign has been successful in grabbing eyeballs, reaching out to the target audience and communicating the very idea that Maruti Suzuki Alto is an inseparable part of every Indian's journey. The analytical data clearly shows that the social pages of Maruti Alto have witnessed good engagement with a high percentage of people participating in contests/polls, watching videos, and wanting to know more about the product.

Undoubtedly, Alto deserves a round of applause for trying something fresh.

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