MAM
Maruti Swift ad campaign to be product centric
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.
MAM
Navi releases new ‘Hurrypur’ film focused on speed and simplicity
Auto breakdown turns F1-style pit stop in campaign film set to Baalti’s track
MUMBAI: When life’s in the fast lane, Navi wants even your breakdowns to be over in a blink. Navi has rolled out a new film under its ongoing ‘Hurrypur’ campaign, doubling down on its core pitch speed and simplicity in everyday transactions.
The film opens on a familiar hiccup, an autorickshaw breaking down mid-ride. But what follows is anything but ordinary. The repair unfolds like a Formula 1 pit stop swift, precise, almost cinematic. Within seconds, the tyre is replaced, the vehicle is back on the road, and even the fare negotiation wraps up in record time.
Set to US-based musical act Baalti’s track “123”, the film uses rhythm and pacing to mirror its central idea, in a world that moves fast, everything around it must keep up.
The narrative builds on Hurrypur, a fictional world where time is treated as currency and delay is almost obsolete. Through exaggerated yet relatable scenarios, the campaign reflects a broader behavioural shift consumers increasingly expect instant responses, whether from people, platforms or payments.
Navi Limited MD and CEO Rajiv Naresh said the Hurrypur universe is designed to highlight the company’s focus on delivering seamless, time-efficient experiences. Meanwhile, creative agency Sideways and director Ayappa KM leaned into humour and visual energy to push the story beyond a typical product-led narrative.
Instead of listing features, the campaign sticks to storytelling turning a routine inconvenience into a high-speed spectacle.
Because in Navi’s world, even a pit stop refuses to slow things down.
