Maruti Suzuki wanted to leverage the sponsorship and go beyond media inventories to create Engagement. The brief was not to just stick to product banners/videos but to create a Property of their own which meant fun, engagement involving both… the Brand and Cricket!

1. MARUTI SUZUKI INDIA
LEAGUE
Agency: Ignitee Digital Services
Client: Maruti Suzuki India Limited

2. IntroductionIntroduction
Maruti Suzuki India Ltd. associated with IPL 6 on Digital platform
leveraging the massive reach of the event.
Associate with the most sought after property/event i.e. IPL –
in a way that ensures Reach, Visibility along with a
Brand connect.

3. Maruti Suzuki wanted to leverage the sponsorship and go
beyond media inventories to create Engagement.
The brief was not to just stick to product banners/videos but to
create a Property of their own which meant fun, engagement
involving both… the Brand and Cricket!
Objectives:
1) To completely leverage the
association with IPL
2) To tap the cricket lovers to play a league
enhancing their joy of IPL 6
3) To go beyond the usual to create a splash & excitement
4) To keep the brand connect intact

4. During IPL 6,
MSIL stood for
Maruti Suzuki India League,
because just like the IPL has its teams,
we had our own.

5. 6 brands that formed the League6 brands that formed the League

6. We announced the most driven league of the season
Maruti Suzuki India League
where there was lots of excitement and fun in store for the fans.
League Contest
• Fans had to choose a team from the 6 teams in the league
• Play cricket , answer a few simple questions and score points for their team.
• There was a leader board to display team scores and the best scorers within
the team.
• The contest was hosted on Maruti Suzuki Facebook page
• Contest duration was almost a month

7. Here’s how we played……

8. Media banners on YouTube IPL channel announcing the
Maruti Suzuki India League and introducing the teams

9. Landing tabs were fan gated to acquire new fans

10. Tab on the theme of league & the brand connect

11. And the actual game began..

12. Fans played cricket and scored runs for their
team

13. Scoring runs was followed by taking a trivia

14. The individual scores were added to the team
score

15. We ensured that there were enough
opportunities for virality

16. We ensured that there were enough
opportunities for virality

17. On Social Media, we customised our brandOn Social Media, we customised our brand
channelschannels
New Timelines images, theme based tabs on Facebook, customisedYouTube
skins, customised Twitter skins

18. Engagement, leader-board, gratifications,
big rewards–
everything was worked out around this.
As IPL6 progressed our own League
also became a large game!

19. We rode on the popularity of YouTube IPL channel
by ensuring enough visibility for our products.
There were product banners and pre roll videos about the
brand attributes/features.

20. High impact properties added to the overall
visibility & reach.

21. High impact properties added to the overall
visibility & reach.

22. The entire campaign and its success were
attributed to the engagement that the league
brought.
We scored big in just 2 months

23. Results
- More than 24 million media impressions
- Over 3.20 lakh clicks generated
- Impressive CTR of 1.3%
- More than 2.7 lakh game plays
- Over 72,000 people became a part of the league
- Total time spent: Over 34,000 mins
There were value-ads which added to the brand’s
visibility
- Over 51 million media impressions

24. Thank You!
Follow on:
Facebook: www.facebook.com/MarutiSuzukiWayOfLife
YouTube: http://www.youtube.com/user/MarutiSuzukiCorp
Website: www.marutisuzuki.com