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long ago did we hear the jingle ‘little boxes...’ in the ad featuring Zen Estilo (Maruti’s extension of its brand Zen) and who can forget the cute little daughter associating Maruti’s brand, Esteem with her strong dad. But this time the cuteness of Maruti ads has downrightly been invaded by the men (read macho cars), as they race down the Indian roads to impress the good looking women. We are talking about the latest talk of the town – the powerful ad of Maruti SX4, the company’s fresh launch in the Indian market. SX4 sounds quite weird, especially when it’s thename of a sedan. But Maruti has a quick response to that. Here is what SX4 stands for: S stands for ‘Sporty’ and X stands for ‘Relax’ and the final 4 stands for ‘four season drive.’Recall the hot-shot race-car named Lightning McQueen in the animated movie, Cars. Well McQueen had proudly stated in the movie, “I’m a precision instrument of speed and aerodynamics.” And this is exactly what Maruti has crafted for its new brand, SX4. The ad introduces SX4 as a modern car with masculine features that can capture anyone’s attention, especially the girls. While speaking to 4Ps, B&M,Rajesh Kochhar, Associate Vice President, Lowe elaborates, “The SX4 stands apart from its competitors on various counts – be it features, looksor performance.” The communication clearly leverages the product’s superiority and also lays down the foundation of the brand.
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