MARUTI SUZUKI ERTIGA - FOR A FAMILY OF FRIENDS

Work for Maruti Suzuki at Lowe Lintas

Challenge

Ertiga, the 7-seater multi-purpose vehicle (MPV) from Maruti Suzuki had a good run for two years after its launch. Sales then started to plateau and anticipated new launches from Honda and Toyota added to its woes. 

Strategy

Thus far, such 7/8-seater MPVs were being bought by those who needed them. Taxi operators and big families. We realized a much larger opportunity lay in small families. These consumers usually upgraded from hatchbacks to sedans. We established the Ertiga as an alternative to sedans, an unconventional upgrade, for the small family.

We drew from the observation that many families were not following conventional dynamics of authority and hierarchy.  Then fused this insight with the form and features of the car which gave equal space and comfort to all. Ertiga was the car for the modern family. The choice for a family that believed in being more equal and thus had more fun together. A family that was more like friends.

Creative 

Along with working closely to identify the right story, strategy also played a key role in conceptualising brand activations that targeted families as a whole, like innovative events at local community centres and clubs.  

Results

Enquiries and mindshare for the Ertiga shot up by 20%. Sales increased by 15%. This upward trend continued even as Honda launched an MPV in direct competition with the Ertiga. Customer research demonstrated Ertiga was increasingly bought by smaller, nuclear families.