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Maruti Swift ad campaign to be product centric

Indiantelevision.com Team

(27 May 2005 8:00 pm)

BANGALORE: Maruti has strategised the brand campaign of its newly launched brand Swift. The ad-campaign will be product-centric and no props will be used. The ads will highlight the 'attitude' and a power car concept, by showing the car in some most striking formats. "The campaign will be across all media - print, electronic (radio and television) and outdoor, as well as on websites such as yahoo and rediff," claims a Maruti executive.



Capital Advertising handles the creative while Initiative handles the media. A re-look into ad budgets is on the cards, according to Maruti Udyog Ltd marketing manager Mayank Pareek. It is believed that, ad budgets could be laid on the chopping block since the brand is now quite well-known and respected.



Maruti's official release claims that the Swift has been designed and built to meet aspirations of young Indians who want the most contemporary products and international lifestyles. This car has been targeted at the Indian customer who will look at the Maruti-Suzuki brand name and also demand typically Indian attributes like fuel efficiency, reliability and performance along with looks and sports an 'attitude' as well. The styling is European, quality and precision are Japanese and the engineering capability is Indian, the release states.



Swift has reportedly received rave reviews internationally for it's path-breaking looks and styling, safety features and driving comfort. It has become one of the top twenty best selling models in Japan since it's launch there in November 2004. Priced between Rs 3,83,000 and Rs 4,83,000 (ex-showroom) in Bangalore the Swift comes with a 16-valve, 1.3 liter petrol engine with a 32-bit microprocessor and new intake and exhaust systems. The maximum power the engine generates is 87 bhp at 6000 rpm while the maximum torue is 113Nm at 4500 rpm. Can or controller area network enables six on-board computers to communicate with each other. Three model variants offer different features and add-ons.

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