A creative led media campaign for the re-launch of Maruti Swift

1. Maruti Swift
Media Campaign
By:
Mansee Saxena

2. Aim of the case study
Aim
To design a creative led media driven campaign to generate tremendous earned
media conversations/content.
Target Group
25-40 years, largely male. Typically, they are looking for an upgrade from their
first car.
Brief
Maruti Swift was the best-selling premium hatchback for many years, delivering
good performance & value for money. However, in the recent times it has been
facing strong competition. They provide much better features at only a slightly
higher price. Hence, Maruti Swift wants to re-launch itself with better features
and at a very competitive price.

4. Quick points
• The 3-month (12 weeks) phase has been divided into
2 parts
o 1st Phase –1.5 month before the launch
o 2nd Phase –1.5 month after the launch
• Mix of online and offline marketing would work
simultaneously
• Offline activities medium: Print ads on magazines and
newspapers, OOH hoardings, airports, railway
stations, TV ads, Popular TV shows, movie halls, radio,
events in corporate buildings and malls
• Online activities mediums: SEO, SMM, SEM, display,
email, remarketing, mobile
• Images and videos of all offline events necessarily go
on facebook, youtube
• Cost Model:
o 1st Phase – CPM, to build brand awareness
o 2nd Phase – CPC, to increase bookings and sales

5. Phase 1…starts with a commercial that
is shown in heavy rotation on visual
media…
 An ad series shown in parts
Each ad should have the Maruti Logo
and the launch date
 Duration of the ad series: 14 days
 Duration of each ad part: 2 days
 Duration of each ad: 10 second teaser
 Idea: The idea is to tease viewers with
the best bits of the car
Showing snippets of the car – wheel
rims, steering wheel, back
The car would not be shown in
entirety
Last 4 days the exterior full car is
unveiled
 An ad series shown in parts
 Each ad should have the Maruti Logo and
the launch date
 Duration of the ad series: 10 days
 Duration of each ad part: 2 days
 Duration of each ad: 10 second teaser
 Idea: These ads would highlight the car’s
USP
Focus on
o Interior
o Exterior
o Comfort
o Safety
o Performance
o After Sales Service
o Resale Value
 Last 21 days full car is shown. 15 second
teaser

6. Offline activities
…it then covers different offline
mediums …
Ads on hoardings. These would go on roads, malls
airports and stations
Day 1 – 15
o A covered swift standing in dark
o Maruti logo and launch date mentioned
Day 15 – 45
o An unveiled swift standing in light
o Maruti logo and launch date mentioned
Ads on print media such as Newspapers and Magazines
Day 1 – 15
o Pull out ads
o A covered swift standing in dark
o Maruti logo and launch date mentioned
o Printed intermittently
Day 16 -17
o False cover ads
o An unveiled swift standing in light
o Maruti logo and launch date mentioned

7. Day 18-45
o Pull out ads
o On same lines as above
Reviews on various channels. Reviews to be
standalone
Day 18-45
o NDTV Car and Bike Show
o CNBC Overdrive
Launch on various award shows such as IIFA and
Stardust, Kapil Sharma show, popular TV soaps: Day 16
onwards
Promote on Kalki Koechlin travel show being aired on
Fox Life and National Geographic. She explores the
north east terrain with her father. Other such shows
can also be targeted
Test drives in various corporate buildings

8. Online activities
…it then covers various platforms
online…
YouTube
How Swift is different from the previous versions
History of Swift over the last decade
Email Marketing: Send mailers. This would consciously
make people aware about the brand
past users of swift
people between 25-40 years
people using cars for last 8-10 years
booking the car and test drives
Google Display Ads: Display/banner ads on various
websites around the commercial ad.
Car Review websites
o Zigwheels.com
o Cartrade.com
o Carwale.com
Home page banner ad on YouTube
Car loan/Bank websites
o HDFC
o ICICI

9. Search ads on various websites
Press release, reviews and articles
Buy keywords such as new cars, upcoming cars, how to take a test drive, how to buy a car, best
cars to buy, affordable cars to buy, car reviews, car buying guide
o Carandbike
o Overdrive
o Carwale.com
o Zigwheels.com
o Gaadi.com
Facebook
Since humor sells join groups by contacting admin and trend sarcastic comments on swift
o Faking news
o Ministry of humor
Countdown of the launch date on Facebook page and website
Ads around pre-booking a car and a test drive. Show ads in the evening and during the weekends.
Segment people on their age, interests
Engagement activity such as:
o #Coloryourswift- Color of swift that people would prefer
o #Placetheswift: Adjust the rapidly moving swift cars in the outline of a car
Quora
Comment on people’s questions regarding cars in India

10. Twitter
Create a buzz around the launch by comments such as:
o The Maruti Swift ad is simple and superb :)
o Have you watched the new #swift tv commercial - more kicks more thrills
o Maruti Swift coverage at August edition autocar
o Watch Kalki Koechlin on her adventure with all new Swift on North Eastern roads @ Fox Life
and National Geographic
o Book your test drive at (link)
o Book your car at (link)
Instagram
Post photos of :
o Car and launch on various TV shows
Blogging websites
Indianautoblog
Indianautodrives
Burnyourfuel
Mobile marketing
In-app display ads on apps such as TOI and Gaana
Swift App – One stop app for nearest service station, police station, showroom, petrol pump,
service reminder
Chance to win goodies from Maruti for those who install the app

11. …phase 2…again starts with a
commercial that is heavily promoted
on YouTube, TV and movie halls…
Idea:
 Cast of the ad
o Brand Ambassador: Irrfan Khan
 Script
o Irrfan buys a car from the Maruti Showroom
o Happily drives it zip-zap-zoom across roads
o He then gets down the car and says:
o Ek shaandaar performance, mileage dene wali
India ki only no 1 car. Ismein style bhi hai, comfort
bhi aur safety bhi
o Aur after sales aur service ki baat hi alag hai
o Aaj hi book karein apne nearest Maruti showroom
se
 Ad can be translated in English

12. Online activities
Offline activities
…it then covers different mediums
offline and online…
#SwiftMumbaiAfter8
Users would be asked to share their night adventures in a Swift. This
hash tag would be promoted between 8PM -1AM.
This can be done in phases in different metros, starting from the first
weekend after the launch.
The best one from each region wins a prize.
Test drives in various corporate buildings, malls, movie theatres
Ads on hoardings. These would go on roads, malls airports and
stations
Irrfan Khan driving the car and asking about booking the car
Ads on print media such as Newspapers and Magazines
Pull out ads which remind consumers to book their cars
Facebook
Ads on FB around booking a car and a test drive. Show ads in the
evening and during the weekends. Segment people on their age,
interests

13. Troll around the following on FB:
o Sanskari Alok Nath
o Dhoni
Facebook & Twitter
#growingupwithswift- Post your swift story on twitter
& FB.
Twitter
Create buzz around the launch by comments such as:
o Superb interiors. Superb style
o Book your test drive at (link)
o Book your car at (link)
o Watch live #SwiftMumbaiAfter8 by Proud Swift
owners @(place) and (time)
o Image of old & new swift, asking which one would
you prefer; the classic simple or Sporty and stylish
Instagram
o Upload selfies of Irrfan with the car
o Selfies of happy customers buying the car
Remarketing: Visitors of the website
Youtube: Reviews and comments of happy customers

14. Facebook & Instagram:
#HotwheelsWednesday –pictures of what crazy thing you did with your new car in the midweek
#PowerwheelsFriday- pictures of what are your plans to do to get back your power that was
drained out during the week
#pictureperfect- post pictures with your new car along with your family, on a long drive, or may be
a beautiful scenic beauty
#daringkilometers- post picture of your speedometer
Search Ads & SEO:
Press release, reviews and articles
Buy keywords such as How to take a test drive, how to buy a car, best cars to buy, affordable cars
to buy, car reviews, car buying guide
o Carandbike
o Overdrive
o Carwale.com
o Zigwheels.com
Display Ads:
Centric around people buying the cars, taking test drives, enjoying rides on same websites as
mentioned in slide #8
Email Marketing
Send mailers with reviews of customers and reminding them to book their cars

15. …and then a new start to the end…

16. SWOT
 Number 1 trusted brand
 Best Mileage
 Accessible Service
 Easy availability of parts
Strength
 High price
 Less Storage space
 No foldable seats
Weakness
Rising competition from other brands
Internal brand competition
Better public transport system
Changing government norms &
regulations
Aspirational group
Rising income of people
More than 1 car in a family
Great resale value
Threat Opportunity
Maruti Swift

17. Comparison Benchmark
(We can provide this as part of our marketing
brochure for discerning customers)
Key
industry
success
factors
Weighting
Jazz
Ranking
Jazz
Weighted
Baleno
ranking
Baleno
Weighted
i20
Ranking
I20
weighted
Safety .2 5 1.0 8 1.6 5 1.0
Storage .15 7 1.05 6 .90 8 1.2
Style .15 8 1.2 7 1.05 6 .90
Mileage .2 6 1.2 8 1.6 7 1.4
Service .2 5 1.2 7 1.4 6 1.2
Comfort .1 6 0.6 5 0.5 7 0.7
Total 1.0 37 6.25 41 7.05 39 6.4