Maruti SX4, which was launched in August last year, has come out with a new TVC
Sporty, muscular and dynamic. Well, we aren’t counting the qualities a man could possess, but those of the Maruti SX4, which is positioned as the 'Man Amongst Cars'.
The second television commercial for the brand has been unleashed. Whereas most automobile ads boast of the car's features/physical aspects in an overt manner, this one communicates what it wishes to more subtly.
The film depicts an SX4 and a truck driving on a road, one behind the other. The truck driver seems to get restless and starts honking frantically. The mature SX4 man is ready to give way, but the truck driver is in a mood to mess. After being pushed around too much, the ‘man’ definitely knows how to set things straight, and does so well. With a filmy ending to the film, the two 'men' (one being the Maruti SX4) shoo away the truck.
Talking to afaqs!, Suspi says, “Since the time the brand has stepped into the market, it has embarked upon a macho positioning. The brief was simple – the work should be a take out that the SX4 is truly the man amongst cars.” The final script was arrived at after three months and five to six changed scripts.
The Maruti SX4 was launched in August last year. The first TVC which was released following the launch, showed women wondering about men making a disappearing act, when the SX4 comes to the rescue of 'men'kind. In the first takeoff, the brand had been positioned as the man amongst cars, and the second one takes a step further in the same direction.
Indian ad men discuss the ad with afaqs!. Parveez Shaikh, senior vice-president and executive creative director, M&C Saatchi, Mumbai gives a thumbs-up to the ad. “The brand idea – ‘Men are Back’, doesn't allow one to communicate about the looks or technology. It goes beyond communicating simply about the rational benefits of the product. It's like the Tata Safari tagline, ‘Reclaim your Life!’, which has an emotional connect and is a broad-based idea. A rugged feel, the film is not simply about pretty shots of the car being driven, unlike most car commercials that are usually montages of pretty shots of the cars. It's quite different from the forgettable car commercials you see on TV these days. It's nicely executed and it takes the brand idea of a manly car forward quite well. It’s very watchable.”
Ajay Gahlaut, group creative director, O&M, Delhi, says, “The Maruti SX4 ad is well shot. It does add value to the brand's positioning of the masculine car. Personally, though, I would have enjoyed it more if the film had highlighted a subtler aspect of masculinity instead of mere machismo, somewhat like the Imperial Blue 'Men will be Men' films. I believe that would have led to more engaging communication. Having said that, the current film has a simple story, is quite watchable and makes its point without resorting to irritating supers like 'maximum fuel efficiency in its class' etc. All in all, a decent job.”
The film draws inspiration from Steven Spielberg's Duel. “There is a difference between a youngster and a man. The 'biker' audience is a much younger one; in this one, the man is shown behaving in a mature manner – the man cannot come through as a reckless bravado,” says Suspi.
The most critical thing was that the truck was to look really mean and monstrous, reveals Suspi. The agency was considering shooting the film abroad due to the terrain; and also due to the fact that one doesn't find the kind of trucks they needed for the film. But, it turned out otherwise. The ad was shot in Jaisalmer; a Tata truck was utilised, the face of which was fabricated using acrylic material. The truck was ready in five days.
Pre-production took up about two weeks, the film was shot in three days and post production took another four days. The film has been shot by Mumbai based Chrome Pictures and directed by Amit Sharma; Hemant Bhandari is the producer and Amit Roy is the cinematographer. The music has been given by Samiruddin.