Dentsu Impact celebrates launch of ‘Dumdaar’ Super Carry

Dentsu Impact, the creative agency from Dentsu Aegis Network, has created a new campaign to celebrate the pan India launch of Super Carry, the commercial vehicle (LCV) from the house of Maruti Suzuki.

The ‘Dumdaar’ Campaign for Maruti Suzuki’s commercial vehicle, Super Carry has been beautifully ideated and executed. The campaign has been themed ‘Mera Dumdaar Yaar’, highlighting the dumdaar features of the powerful mini truck that depicts easy handling and stability of the deck across different geographical terrains, excellent mileage, comfortable drivability of the vehicle throughout long commutes and the reliability of the vehicle with the trust of Maruti Suzuki.

In 2016, Maruti Suzuki ventured into the commercial vehicle segment with the pilot launch of Super Carry in 3 cities. Riding on the company’s trust, quality after-sales and mass-market appeal, it managed to establish a strong foothold in the light commercial vehicle (LCV) space in 2017-18, selling more than 10,000 units. Its smooth car-like handling, roomy interiors, superior overall comfort and advanced safety features make the Super Carry the perfect Dumdaar saathi.

RS Kalsi, Senior Director, Maruti Suzuki said, “With Super Carry, we target to fulfill the business needs of our customers. Super Carry is a robust load carrying vehicle that is made for carrying large loads yet offers high fuel efficiency. Moreover, our strong service network brings a huge assurance to the customers.”

He added, “Maruti Suzuki has changed the way India drives; similarly, Super Carry brings in a revolution in the LCV segment. To reach out to more customers, we have opened 235 outlets which are selling this vehicle in more than 190 cities. Super Carry today has crossed 20,000 sales with the 10,000 numbers coming just in last six months.”

As explained by Mr. Kalsi, “With the latest Suzuki technology, best in class power, superb mileage, Super Carry has proved to be the owner’s pride and competition’s envy. The Maruti Suzuki commercial channel stands for trust and is built on the core values of partnership with our consumers when it comes to understanding and designing products and service practices.”

Speaking on the campaign, Amit Wadhwa, President, Dentsu Impact said, “Maruti Suzuki is a leader when it comes to passenger cars. So, when a company like Maruti Suzuki decides to launch a commercial vehicle, it has to be special in terms of the product and its communication. Super Carry being the reliable mini truck, deserves a communication that connects with its audience. This campaign according to me, does just that.”

Anupama Ramaswamy, National Creative Director, Dentsu Impact said, “The audience for a commercial vehicle is very different from that of a passenger car. Therefore, it was important to look at ways in which we could connect with the prospective buyer both functionally, as well as emotionally. This is what finally led us to the campaign idea - “Mera dumdaar yaar” or ‘Your partner on the road to success and winning respect’.”

The campaign has been rolled out in 11 languages and on multiple mediums ranging from TVC, print and radio. Which has been able to generate high resonance with customers belonging to different geographies.


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