Ad Campaigns
Dentsu Impact launches brand campaign for Maruti Suzuki ARENA
MUMBAI: Dentsu Impact, the creative agency from Dentsu Aegis Network, has rolled out the first brand campaign for Maruti Suzuki ARENA.
Positioning Maruti Suzuki ARENA as a ‘car buying experience designed with you in mind’, the campaign has Bollywood superstar Varun Dhawan as the face.
Maruti Suzuki Channel has been the starting point of millions of new car journeys in India. It has constantly evolved to fulfil the needs and aspirations of Indian car buyers. This customer-centricity has led to the birth of the Maruti Suzuki ARENA experience, which has been designed for the young and modern India.
With warm and friendly relationship managers, value-adding technology like car customisation screens, and thoughtfully designed spaces like coffee consultation zone and owner’s lounge, Maruti Suzuki ARENA experience has been truly designed keeping the customer in mind.
Maruti Suzuki sells its vehicles through 4 sales channels, the existing Maruti Suzuki Channel, Nexa, Maruti Suzuki Commercial and Maruti Suzuki True Value. And since its launch on 31st August, 2017, all the existing Maruti Suzuki Channels are now being revamped to Maruti Suzuki ARENA.
As their longstanding partners, Dentsu Impact has been involved to create a seamless car buying experience at Maruti Suzuki ARENA by redesigning showrooms, introducing online to offline consumer journey, implementing new brand identity and creating content at various touchpoints across the showroom.
With this campaign, it intends to build awareness about the new Maruti Suzuki ARENA while showcasing the dynamic, trendy, social and connected aspects of the experience.
The campaign brings to life the experience of ARENA by leveraging Varun Dhawan. Through Varun, the campaign depicts what each element of the showroom does for the customers. Whether it is the feeling of warmth, the ability to customise, or the seamless connectivity between digital and showroom – it is an experience that starts when you think about buying a car, but stays with you for life.
The tonality of the campaign has been crafted based on the Brand Maruti Suzuki ARENA, as well as being cognisant of maintaining its distinction as a brand that caters to the new-age first-time car buyer who is a looking for a tech-enabled, friendly, trendy, and connected experience.
Dentsu Impact national creative director Anupama Ramaswamy says, “Maruti Suzuki ARENA is a change which happens once in many years. In this case, it is not about a single purchase or transaction. Maruti Suzuki ARENA has been designed keeping the customer right at the center. Making it an experience that revolves around him or her. One which goes beyond the showroom, just like a relationship which is built to be cherished lifelong. This core thought is reflected in the campaign idea ‘A destination called you. A feeling called Maruti Suzuki ARENA’. The campaign is a celebration of the ARENA experience, which is trendy, connected and social. The reason for choosing Varun Dhawan as the brand ambassador is that he is young, talented, extremely energetic and socially wired, making him the perfect fit for Maruti Suzuki ARENA.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
