Lowe Lintas India releases new zippy campaign 'chase machine' for Maruti Suzuki Alto

Alto.jpgLowe Lintas India has unveiled a new campaign for Maruti Suzuki Alto that takes viewers through new features that the refreshed car brand has to offer. Having undergone a transformation over the years, the car has evolved to be strong and sharp in its focus, just like the TG it caters to - the "chase generation" - comprising the young and zippy, who are not willing to wait for life to take its twists and turns but chase their dreams.
Alto 2.jpgThe new Alto K10 campaign reflects the chase attitude of its target audience where a young boy takes on a playful challenge thrown by his girlfriend. The boy proposes to the girl, who in turn teases him and challenges him to chase her, while she takes off for a paragliding sortie. The young boy spontaneously decides to chase the girl in his new Alto K10. As the girl reaches the landing site, she is surprised to see the boy waiting for her with a ring. The girl is bowled over and accepts his proposal.
Speaking about the new campaign, Naveen Gaur, President, Lowe Lintas said, "The new K10 is a peppier Alto, ideally suited for the young urban Indians. The communication for it must revitalise the brand's integration with their lives. Setting up the new K10 as the car for the "chase generation" accomplishes the task beautifully by bringing together a consumer attitude, the spirit of spontaneity, that is intrinsic to Alto brand, and giving raison d'ĂȘtre to the peppy performance of the car."

Alto3.jpgShot in the hills of the picturesque Manali, Baijnath and Bir Billing, the campaign shows off locales that have previously not been explored by many film-makers. It also has a very peppy track where the song has been sung by Siddharth Mahadevan (of 'Zinda' track fame from Bhaag Milkha Bhaag). The campaign beautifully captures the human emotion, and the attitude of chasing what one desires; in fact that's the way some people choose to live.

Credits - Creatives: Amer Jaleel, Shriram Iyer, Abhishek Dey, Prasad Venkatraman, Nisheeth Srivastava, Ajoy Krishna, Gautam Bhasin, Rahul Swami, Ishita Misra. Business: Naveen Gaur, Syed Amjad Ali, Jaten Jais, Kunal Sharma, Shreya Bansal. Planning: Anurag Prasad. Production: Chrome Pictures. Director: Manoj Pillai.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.