The proposed #MySwiftRide campaign aims to generate excitement and earned media conversations around the relaunch of the Maruti Suzuki Swift. The campaign would invite Swift owners to share stories of road trips and adventures in their Swift vehicles on social media, tagged with #MySwiftRide. A select few participants would take part in an on-ground relay drive across India in the new Swift model, livestreaming their journey. Additionally, spectators and fans would be engaged through social media contests and challenges to increase buzz around the Swift brand. The goal is to establish an emotional connection with current and prospective customers positioning the Swift as the ideal vehicle for road trips with friends.

2. BRIEF
Background - Maruti Swift was the best-selling premium hatchback for many years, delivering good
performance & value for money. It now faces tough competition from Hyundai i20, VW Polo & Honda Jazz, and
from Maruti’s own Baleno. All of them provide much better features at only a slightly higher price.
TG – 25 to 40
Brief – We will be re-launching the Swift with better features and at a very competitive price. We want to
make the Swift stand out from the crowd.
Campaign Objective – The campaign must generate tremendous earned media conversations/content. We
want Swift to be a highly talked about brand. Design a creative-led, media driven campaign to achieve this

3. Maruti Suzuki Swift has been known for its
performance.
Launched in 2005, it essentially created the
hatchback segment. With now over 2.7 million
owners in India (54% of worldwide numbers), Swift
celebrated its 10th Anniversary last year. 5 million
sold worldwide.
In this journey, Swift has created some exciting
limited editions such as the Swift RS, Windsong and
many more. Their latest campaign celebrates another
addition to the list – the sporty looking limited
edition Swift Glory.
SWIFT Present Positioning

4. SWIFT Glory for Players
Their latest campaign celebrated another addition to
the list – the sporty looking limited edition Swift
Glory.
The film showcased cool stylish guys driving the Swift
Glory while the rest of the world watches them drive
by.
Some watch as ‘spectators’, some like fans gawk at the
car, some are the cheerleaders, while some are
commentators, some like the neighbor's dog are critics
that barks as the Swift drives by, while some like the
rally that passes by are the ‘Sloganeers and Chanters,
Ravers and Ranters’.
“The idea draws a parallel between the world of sports
and the real world”

5. • Suave lifestyle
• Wanderlust nature
• Invincible in the segment
• Fully Equipped
• Tech Savvy
SWIFT Buyer Attributes

6. WHO IS SWIFT BUYER ?
His Identity
• 25-35 years, single or newly married
with no children
• Asst Manager in an MNC
• Ambitious + Adventurous
• Optimistic
• Not a spendthrift
• Aware
His Car
• Distinctive / Stand Out
• Perfect blend of comfortable ride and
performance
• Powerful as well as economical
• Smart with above standard features
• Trusted brand
• Durable
His Attitude & perception
• Sophisticated
• Worldly
• One step ahead of people around
• Versatility
• Individualistic & independent
• Prompt
• Urban
His Decisions
• Self-driven
• Family plays secondary role in softer
aspects
• For a car in this segment – driven by
mileage, maintenance cost, looks,
brand equity, technology (Safety seen
as a value-add)

7. #MySwiftRide Campaign
Giving Inida’s most beloved car manufacturing brand an emotional connect, we recommend #MySwiftRide
Inviting the bold as well the everyday crowd to celebrate the milestone of 5 Millions Swift’s sold globally and 2.7
Million in domestic market (54%) we take this opportunity to create on-ground and on-line Buzz for the players,
spectators, the fans and the rest who sit back in total aww
• #MySwiftRide celebration
• #MySwiftRide – on-ground activity for the players
• #MySwiftRide – participation for spectators
• #MySwiftRide – fun with the fans
• #MySwiftRide – immense earned content and conversation to leave everyone else gushing in total Awe

8. 5 Million Swift sold
worldwide
2.7 Million Swift sold in
India
#MySwiftRide - Celebration

9. Dedicated tab to submit / showcase entries
submitted
What made your
#MySwiftRide
special?
Pre-Launch teaser
campaign
Maruti Suzuki Swift
Facebook Page
#MySwiftRide - Earned Media
Content Seeding Cover photo to be updated for daily winners
Collage image for daily entries submitted
FB App /Buddy Media
Tab
Like this page to
participate
Contest call to action
Refer friends and WIN
Know more about the contest
What made your #MySwiftRide special ?
SMS short code for
participation
Users with most referrals
to WIN Swift Pack
@maruti_sift Twitter
Contest updates
Tweet with hashtag
and get assured Swift
merchandise
Leaderboard for top 3 entries / enable voting
Share entries on FB / Twitter / Instagram

10. SWIFT WAY FORWARD !
Approach 1 Approach 2
• Invite people to share their stories from college time /
past-years about the places and spots they wanted to visit
with friends while tagging their friends that couldn’t go
• Select people (friends) across India to be part of Swift ride
to their favorite destinations while passing the baton to the
next riders who will continue with their journey
• Use #MySwiftRide to create one of its kind Swift-Relay
ride across India among friends and fans
• A great opportunity for Maruti Suzuki Swift to initiate this
first of its kind activty that drvies emoitional connect
around friends while creating a story across India
• Weave in ‘Real people, real expereinces’ by incorporating
‘#MySwiftRide’ as part of the reunion ceremony
• Invite Swift riders to share their stories about their
#MySwiftRide asking to tag their friends who shared the
experience
• Give opportunity to selected people to relive their
memories in New Swift while they make a generous
contribution to society eg: plant a tree
• Participating teams will go on a drive based on their
respective regions (North, South, East, West)
• Each team will be assigned a target to plant tree saplings
through out the journey
• The activity will be amplified in the online space and
across social channels by creating a transparent Swift
which turns green as the trees are planted
• The online community will participate in this activity by
planting a virtual tree or by sharing photos of a tree
planted by them. Each submission to be gratified by Green
badge

11. #MySwiftRide camapaign
User Content
New Swift
Social Connect
Go Green
CSR Fund Raiser
Creating the
‘Green’ Swift
#MySwiftRide share
stories, Photo Blogs
Initiate a pre-launch campaign to select
#MySwiftRide participants which embarks the
Celebration of 5,00,000 Swift owners
Create ‘Green’ tasks
throughout the drive to
plant trees across India
Create tasks for the #MySwiftRide schedule which
will highlight features and value-adds incorporated
as part of the new Swift
The ‘Green’ Swift to be
auctioned as part of a fund
raiser and proceeds from the
same our donated to a NGO
that works on
environmental initiatives
Maruti Suzuki to facilitate and
organize a reunion session for the
selected #MySwiftRide participants
which will resonate back to the core
theme and memories related to it.
The drive phase will also feature
tasks that help them connect and
relive old memories
#MySwiftRide Mechanism

12. Create an app on
Facebook inviting
people to make share
spots & places they want
to re-visit / go with
friends
•Selected people will be
gratified with a chance to go
these places in the new Swift
Selected participants
shall be split
geographically and a
Swift will assigned to an
individual from
respective regions
•Assigned person from each region
has to pick up all other people /
friends from his/her region and
commence the journey
Each team will have to
accomplish certain tasks
on the way to their
selected destinations
•These tasks can either by
people’s voice on social media
or by participant’s contacts on
social media
Entire trip shall be
recorded / streamed
live from start to end
•This will set a series of
sequential stories of
#MySwiftRide across india
Approach 1 for Players

13. • Event updates will be shared online
and people can share tasks /
challenges* online for the rider’s
around their respective locations
• While many would be anticipating
the journey, some would be in doubt
and might ask riders to drive
through few difficult routes / places
they doubt Swift can manage
• Each Swift’s riders will tweet / talk
and share images for their journey
with #MySwiftRide on various
social media channels
• Before concluding their expedition,
the team would have to pass on the
baton to next team
SWIFT RELAY DRIVE !
4 People per
Car
6 Maruti
Suzuki
Swifts
24 Real
Life
Stories to
INSPIRE !
On-ground Off-ground

14. Approach 2 for Players
Select participants
through
#MySwiftRide
stories across India
•6 group of friends will be selected
across India to relive their trip memory
Each team will be
given a Swift to
drive to destination
while completing
few Tasks
• Tasks will be given
sequentially with a list
of places where they
need to plant the tree
and share images
instantly
Group that
accomplishes all
tasks and plants
given number of
trees WINS
• Group that completes
all tasks and plants
trees at allotted
locations WINS a New
SWIFT !

15. 6 Rides, 24 Journeys –
Discovering Inida
India is a land of many festivals, many
cultures, many casts and many colors
#MySwiftRide enables riders to share their
experience exploring different food, cultures,
traditions and emotions across India
As an addition to the overall drive experience,
#MySwiftRide shall also incorporate various
attributes of
• lifestyle
• travel (wanderlust)
• food tasting
• Socializing
• Photography
• Real-life blog

16. #MySwiftRide for Spectators
#MySwiftRide is a treat for spectators as well
Catch a glimpse of the Swift Ride in your town, click a picture
with geo-tag and WIN SWIFT merchandise

17. #MySwiftRide for Fans
As an on going activity, Swift owners (fans) shall be invited to participate in a half-day
activity #MySwiftRide Treasure Hunt. Winning participant will get New Swift*
• Candidates can participate through Facebook page,
Instagram or website
• Submissions will comprise of #MySwiftRide photo
sharing with a note of Why their Swift is special?
• Selected participants shall be invited in particular
locations for a half-day Treasure Hunt contest
• Each participant shall be handed 4 clues of
particular locations that they would have to trace
out. Over those locations they will get another set of
clues / set of riddles to figure out where the
treasure is…

18. Campaign Promotion 3600
To promote #MySwiftRide, we shall incorporate SEM
mechanism to target 25-35 year old men seeking
automobiles, travel blogs, hatchback comparison
• Create mass communication
content for user engagement
• Positive communication
using social influencers
• Visual / Sharable Content
• Buzz on Social Platform apart
from traditional Media
• Customer-brand interaction
• Teaser videos
• Pre-Launch Buzz
• #MySwiftRide webisodes
• Product reviews
• Customer reviews
• Visual Content
• Live-feed on drive route
• Promote #MySwiftRide
• Campaign around New Swift

19. #MySwiftRide Promotion
SEM based strategy would be utilized promote launch
and overall campaigns using website brandings /
banners, VAS, mobile marketing and Ad-Words
extended to people seeking travel-companions / food-
lovers, road-trips, Adventure etc..

20. Influencer Communication
Influencer communication for the campaign will comprise of all the attributes related to the new product
placement
• Suave lifestyle – A perfect hatchback that appeals to the eye and gives best performance in the
category. Bold and sophisticated ride
• Wanderlust – Trip stories and convenient drive to hill stations or the desserts. Travelers understand
the necessity of travelling light and efficiently
• Invincible – Outstanding looks with most comfortable riding experience
• Fully loaded – All features that a smooth ride requires. Never miss on anything
• Tech Savvy – New Swift is aware of technology trends and offers the best in segment

21. • Radio Channel tie up With Marketing Support
• Tie up with one Radio Channel for the entire drive route
• Aimed to heighten excitement around the #MySwiftRide
• Partnership to entail
 Radio channel to run promotions announcing the program and inviting listeners to provide cues around
key places around a city
 Radio station to play songs from a popular ‘Swift Playlist’ (TBC)
 The most recommended place for the chosen festival to be visited by the couple and SWIFT to celebrate
 Radio jockey ‘s to provide live feed from the recommended place during the visit and interact with the
crowd about SWIFT
 Invitation for the couple to visit two key radio stations for chat/ share experiences about SWIFT
• Agency to recommend cost imperative & recommended station
#MySwiftRide – On Radio

22. #MySwiftRide – Media Buying
• Creative Content – Crowd-sourced perspective shots for the New Swift from Professional Photographers
• Social Media Content – Automobile reviews to be sourced showcasing New Swift design and features
• Travel, Automobile and Lifestyle Influencers to be appointed to generate positive communication on content
and on-brand
• Paid content for Social Media Marketing and Search Engine Marketing

23. In a Nutshell

24. #MySwiftRide - Objective
 Re-establish brand recall
 Focus on emotional connect with present users and target audience
 Accumulating real–life stories that re-emphasize on SWIFT’s positioning
 Showcase SWIFT as a perfect ride for travelling with friends
 Create a great on-line and on-ground buzz around the new launch
 Create a unique positioning in the minds of customers for Maruti Suzuki Swift

25. Thank-You