Through its 'Be Limitless' initiative, the brand connects selected fans who could not attend the game via video conference.
A sporty move by a brand on or off ground is a hard ball to miss, especially, in a sports fanatic country like India. Football – a sport that is growing popularity in recent times, has been in talks since the introduction of Indian Super League (ISL). The celebrity-backed soccer extravaganza which was introduced in 2013, has not just fulfilled the expectations of the audience but has also been a baller for brands. A perfect and recent example of this is the evening of March 17, 2019, where the fans not just witnessed the finale of the IPL season 5, but also a game-changing brand integration move by the leading automobile manufacturer in India – Maruti Suzuki.
Maruti Suzuki Swift's 'Be Limitless' initiative highlights the theme of bringing dreamers closer to their dreams and what's better for a fan than watching his/her favourite team break a sweat and come home undefeated. But unfortunately, not all of them can make it always. Doctors on call, newly became parents, students during exams, ailing family members, or challenges beyond one's control limit the possibility of travelling. Scoring on the same grounds, Maruti Suzuki ensured that hardcore football fans get a chance to watch the ISL Final live between Bengaluru FC and FC Goa without actually being present at the stadium in Mumbai.
Leveraging the power of technology, the brand live streamed selected ISL fans on the perimeter board in real time and the selected fans enjoyed the match from the comfort of their homes. This also came as a surprise to the players and the audience present in the stadium, as it seemed like these fans were actually seated in the front row. The event created quite a buzz on the social media with fans pouring their appreciation and admiration on social platforms - getting #swift trending on Twitter.
The 'Be Limitless' initiative is the first-of-its-kind in the country and what's more refreshing is that it's coming from a brand from the automobile industry. Coming from a sector which still thrives on traditional initiatives and campaigns, Maruti's innovative move makes it stand above the clutter and a prime example of a brand successfully activating its sponsorship with a sporting property. In addition to that, it seems the brand has also penetrated the loyalty base of the consumers by connecting emotionally with much hype. With a brilliantly crafted and executed initiative, Maruti has strengthened its core proposition of being a brand that has kept its consumer first, believes in bringing new and fresh to the table, and supporting a 'way of life' that brings home the simple joys.