After leading its segment for the last 3 years, Maruti Suzuki Dzire has now added another feather to its cap. Surpassing 1 million sales milestone, the car recently made it to 'the elite million club', where it joined cars like – Alto, Swift and Wagon R. Since its launch in 2008, the car has enjoyed a special place in the heart of Indian customers.
Speaking on the feat, RS Kalsi, Executive Director, Marketing and Sales, Maruti Suzuki India Ltd said, "DZire is a complete package. Its refreshed looks, rich equipment list and enhanced fuel efficiency, have been warmly received by customers and have enabled us to strengthen sales and enhance our share in a tough market".
To celebrate this success, Maruti Suzuki has launched a campaign 'The taste of sweet success'. The campaign went live on 30th July. The objective behind the campaign is not just to announce one million sales achievement, but also to enhance the dzireabilityfor the brand against its competitors and making it more aspirational for the younger audience. It not only celebrates the amazing number, but also one million Dzire owners who made this achievement possible. So, on this occasion, Maruti has created the world’s most irresistible campaign - the sweetest campaign ever, because success tastes the sweetest and Indian celebrations are incomplete without sweets.
The communication seeks to share the joy of accomplishment with consumers. The campaign attempts to make the number deliciously exciting for anyone who sees it, because they will actually be able to savour it. Edible Direct Mailers will be sent out to Dzire owners and Edible Installations made by artists will be placed inside the malls. It's a 360 degree nationwide campaign with the intent to touch maximum hearts through multiple touch points, to engage more and more people and partner them. The idea is to take this sweet message across masses through an activation and digitally packed campaign complimented by the traditional media, sweetest radio spots, sweetest films to tease your sweet tooth, and the irresistible chocolate installation to appease it.
To make this milestone memorable, activations have been planned across cities to touch base the owners and the prospects personally. Maruti Suzuki Dzire has become a part of 1 million Indian families. A sweet success that has inspired renowned artists to put their sweat, blood, heart and soul, and a million chocolates into the art, so that you can savor the sweet taste of success, and also the art.
First installation is at Ambience Mall, Gurgaon on 1st & 2nd August by Gopal Namjoshi. Speaking on the idea, the internationally renowned artist said, "With the idea of designing an experiential public art installation for celebrating the phenomenal car crossing one million mark, our creative juices curated sweetness with a sumptuous message for consumption. Just like how a family celebrates with sweets on buying a new car, the entire world translates happiness to sweets." Art Installation "DZIRE CITYSCAPE" through 1 million chocolate boxes will showcase the car crossing many milestones and fulfilling 1 million desires of the happy customers. The art piece will engage people to the credible levels of acceptance.
Second installation at Inorbit Mall, Mumbai on 22nd & 23rd August by Rajesh Sawant. Art Installation "DZIRE CURTAIN RAISER" using more than a million chocolate boxes. The design of the installation will be executed in such a way that it builds curiosity and entices the public.
Mall and Cinema installations have also been planned for Delhi, Mumbai, Kolkata, Chennai and Bangalore to popularize the campaign by increasing its reach and intensifying the buzz around the entire activity.
An edible direct mailer will be sent to the existing customers, gratifying them for their support to the brand. The edible mailer contains chocolates in form of 1 million along with a thank you letter. Print and radio will invite participations from the Dzire owners, post which they will receive the DM. Customer gratification will happen during flight in the metro cities to provoke talk-ability amongst prospects.
The expectation is to touch base each individual, enhancing desirability for the brand while ensuring pride association with owning Dzire. This milestone is not just an achievement, but a benchmark to the brand’s growth. It marks a new beginning for Brand Dzire.
(This article is an advertorial)
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