WagonR tells India to vote smart in election-special spots

Maruti Suzuki has released an election campaign, ‘Vote Smart’, for the WagonR. Created by Dentsu Creative Impact, the campaign tells viewers to make an informed decision in the General Elections 2014 and aims to increase voter awareness.

[caption id=“attachment_83777” align=“alignleft” width=“380”] A grab from ‘Against Bribery’[/caption]

Said a spokesperson from Maruti Suzuki, “WagonR is one of the leading brands from Maruti Suzuki. For an established brand, it becomes imperative to be constantly relevant to our audience and look for opportunities to reinforce our core positioning of ‘smart’. We felt the elections was a perfect fit.”
The campaign comprises three 10-second spots.

The first one is called ‘Against Bribery’ and opens to a WagonR owner walking towards his car. Simultaneously, a man inches along the sides of the car, furtively. He offers a wad of cash to the owner and tells him to hand over the car in exchange for money. The man declines and sits in the car. He says, “We don’t randomly give up our car for money. Then why give up the country?” The end slate appears saying ‘India Vote Smart’.

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Watch the TVC here:

The second film, ‘Against Criminals’ opens to a robber running with his loot. He comes towards a man sitting inside his WagonR and tells him to hand over the car. The man ignores him, closes the car window and drives off. He says, “We don’t give the wrong man our car. Then why give our country?” Again, the end slate bearing ‘India Vote Smart’ appears.

Watch the ad here:

The last film is titled ‘Against Ignorance’ and opens to two friends walking out of a caf. One of them spots the other’s WagonR and is floored. He tells him to ‘Blindly just hand over the car to me!" The WagonR owner smiles gets into his car; cut to the scene where he tells viewers, “You don’t blindly hand over your car. Then why hand over the country?”

Watch the film here:

Said Shantanu Mukherjee, executive creative director, Dentsu Creative Impact, “India is not the same India it used to be 10 years back. With the mobile connectivity and cable television, people living in small and smaller towns are now much more aware about what is happening. And in the current Indian Election scenario, the new smarter India looks beyond the hullabaloo and consciously decides what’s right for the country and not just themselves. And WagonR, which stands for smartness, salutes this new India.”

Added Amit Wadhwa, Senior VP and branch head, Dentsu Creative Impact, “Staying relevant in the minds of the consumer is extremely important for every brand. Being topical is one interesting way of doing it, but the topics you choose to stay relevant also need to resonate with the brand. And when it came to brand WagonR, the General Elections were a perfect fit. Since ‘smart’ is the positioning that the brand is based on, urging India to ‘Vote smart’ was a natural extension.”

Credits:

Campaign name: India Vote Smart

Client: MSIL WagonR

Creative Agency: Dentsu Creative Impact

Account management: Adrian Pillai, Preetika Verma, Priya Agarwal

Planning: Kartikeya Srivastava

Executive creative director: Shantanu Mukerji

Group head (copy): Amish Sabharwal

Director (of the film): Amitabh and Lolita Sarkar

Production House: Bob&Lola Entertainment

Exposure: TVC, radio, digital, POS