Dentsu Impact launches brand campaign for Maruti Suzuki ARENA
by Rahul Puri
November 2, 2018
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 line is ‘A destination called you. A feeling called Maruti Suzuki ARENA’. Bollywood superstar Varun Dhawan is the face of the campaign.
Maruti Suzuki Channel has been the starting point of millions of new car journeys in India. It has constantly evolved to fulfill 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 customization 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, they intend 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. Varun exemplifies the evolving Indian youth who is trendy, social, confident and likes to be connected at all times. Through Varun Dhawan, the campaign depicts what each element of the showroom does for the customers. Whether it is the feeling of warmth, the ability to customize, 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 cognizant 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.
Speaking on the campaign, Amit Wadhwa, President, Dentsu Impact said, ‘Maruti Suzuki is the undisputed leader in passenger cars. And as a leader, it has been setting benchmarks across all aspects for its customers – design, technology, and experiences. Maruti Suzuki ARENA is one of the great milestones of Maruti Suzuki in India, and as their partners, we are excited in being a part of this new car buying experience come to life through this campaign.’
Anupama Ramaswamy, National Creative Director, Dentsu Impact said, ‘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.’