Brands
Maruti ropes in Sidharta Mahadevan for ‘Breathless’ type anthem
BENGALURU: Indian car major Maruti Suzuki India launched the new Alto K10 in Bengaluru on 4 November. The announcement was made by Maruti marketing and sales executive director RS Kalsi in the city while it has already been launched in the NCR region and Mumbai.
The company has planned a month long 360 degree media campaign created by Lowe Partners. Television, print, outdoor and digital are the mediums on which the campaign will play out on. The theme of the campaign is ‘Chase your dream’.
The new Alto K10 TVC has started playing out across major HSM, English and regional GEC’s and news channels since the car is targeted at the young among the masses. The TVC has been produced by Chrome Pitctures and directed by Manoj S Pillai.
The company is also toying with the idea of utilising a ‘Breathless’ type ‘New Alto K10 Anthem’ that has been rendered by Shankar Mahadevan’s son Sidharth.
The Alto brand has been one of the most successful of Maruti’s brands in terms of number of units of sold and has won a number of awards for the company. Since the launch of the first Alto K10 in 2010, the company has sold around 430,000 units. The new Alto K10 has CNG and auto gear shift models. The company expects these variants to increase volumes by around 10 to 15 per cent.
Having won millions of customers, Maruti decided to upgrade an already successful car with a full model change that makes the Alto K10 taller, wider and roomier and about 15 per cent more efficient says the company. The car comes in six colours with Tango Orange its signature colour.
Brands
Myntra revives ‘Fashion ki Adalat’ to put social judgments on trial for International Women’s Day
Courtroom satire stars Lisa Ray and Archana Puran Singh
NATIONAL: Ahead of International Women’s Day, fashion e-commerce platform Myntra has revived its social campaign Fashion ki Adalat, expanding the idea of societal judgment beyond clothing choices.
The latest instalment of the campaign features actor and model Lisa Ray in a satirical courtroom drama that puts everyday scrutiny of women’s choices on trial. Veteran actor Archana Puran Singh reprises her role as the presiding judge, delivering the verdict in a humorous yet pointed narrative.
Set inside a stylised courtroom, the campaign frames the case as “Society vs Her Choices,” turning familiar criticisms into formal accusations. Through humour and satire, the film examines how women’s decisions, ranging from fashion and career to marriage and identity, are frequently judged across different stages of life.
The narrative traces three phases of Lisa Ray’s life. At 18, her independence is framed as defiance. Later, after marriage, her decision not to change her surname is questioned. In midlife, her ambition and bold self-expression are again scrutinised. Each moment is met with sharp retorts that challenge social expectations and reinforce the campaign’s central message: personal expression should not be subject to public approval.
With Fashion ki Adalat 2.0, Myntra is attempting to broaden last year’s conversation from defending individual fashion choices to questioning the impulse to judge them altogether.
“Self-expression is often met with unsolicited scrutiny,” said Myntra head of social media marketing and creator ecosystem Monalisa Panda. “Through this campaign we wanted to spotlight that reality and celebrate individuality across life stages.”
Created and produced by Ideaz Farm, the film was directed by Yash Danak, with creative direction by Katya Mohan and Rishi P Ekta Taak and Prasanna Shetty served as producers, while P Kalyani Sunil handled cinematography.
The campaign forms part of Myntra’s wider push to position fashion and beauty as tools of personal identity and self-expression for younger consumers across India.
