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Tag: Dzire

  • Isobar brings integrated video chatbot tech for Dzire

    MUMBAI: Isobar, the digital agency from Dentsu Aegis Network, and Maruti Suzuki have rolled out India’s first Integrated Chatbot. Together, they have launched an innovative video banner with an in–built chatbot on select platforms. This interactive property will allow us to entertain users’ first level queries, thereby educating them about ‘A whole new world of Dzire’ and redirecting them to the main website and enabling a two-way communication with the relevant audience.

    Isobar, the agency that handles the digital mandate for Maruti Suzuki India, created this innovation as part of the launch campaign of brand Dzire. The all-new Maruti Suzuki Dzire, with its smooth sedan styling, rich interiors and seamless enhancements, had to be introduced to the market in exciting new formats. Being an existing segment leader, Maruti Suzuki decided to be bold and bring forward the renewed brand message and capture existing and new audiences’ interest.

    Commenting on this first of its kind innovation, Sanjeev Handa, VP Marketing said, “The video chat bot used for the All New Dzire is a very exciting innovation for us at Maruti Suzuki. It not only enables two-way communication with our audience, but allows us to immediately address their first level queries, real time and in a very engaging manner. We look forward to sustained quality engagement with consumers in future.”

    Gopa Kumar, VP Isobar India, added, “We’re thrilled to be working with Maruti Suzuki and pioneer into the next level of conversational and engaging ad. This being an industry first, provides superior user experience on video and adding this extra level of personalisation with the Chatbot makes them even more powerful. This is also an example of what can be created when a great brand and truly cutting-edge technology team up. We expect this to be the first of many such campaigns as other brands discover the opportunities of Chabot integrations with their video ads.”

  • Maruti Suzuki to multiply digital spends

    Maruti Suzuki to multiply digital spends

    MUMBAI: Automaker Maruti Suzuki India Limited (MSIL) is escalating its digital spends and has consolidated its digital media buying and planning account with one specialised agency.

    Maruti Suzuki India CMO Shashank Srivastava said, “We have been observing our work in the digital space from the past 2-3 years. We are increasing the share of digital spends — out of the total marketing spends — from 3-4 per cent to 12-15 per cent. Also, we have brought a 360 degree internet marketing agency, Ignitee Digital Solutions, on-board. Albeit, the digital arm of Lintas Media Group will also continue to work with us.”

    Until now the passenger car company worked with different digital agencies for its 13 car brands — a trend poised for change.

    “We were working with different agencies for different work. For example, we worked with Pinstorm for ORM (online reputation management), Google for SEO (search engine optimisation) and another 5-6 agencies for website. Banners were looked after by different ones. Now, we have consolidated that to a single agency,” Srivastava added.

    Rising fuel prices and other economic factors have turned the
    automobile sector upside-down and many automobile companies are increasing their focus in the digital space.

    “Today, digital media has become a big pillar for any automobile company. Large numbers of our consumers are in the range of 25-35 years. The importance of digital media will only move upwards”, Srivastava asserted.

    Maruti will also amplify its focus on other digital areas such as search engine optimisation (SEO), online reputation management (ORM) and social media.

    The automobile company will launch the new version of its premium hatchback brand Swift – on Facebook – on 17 August. Ignitee is working on the project. The page is liked by 128,387 people. The administrators of the page are putting regular updates to keep the consumers engaged.

    “Though we were one of the first ones among car companies to enter the social media space, there are still a lot of untapped opportunities to be utilised. We will be launching Swift on Facebook and Ignitee is working on it,” Srivastava stated.

    The conventional creative duties of Maruti are distributed amongst three agencies: Dentsu India, Lowe Lintas and Capital Advertising.

    Capital Advertising, besides the corporate image account, also handles A-star, Swift and Grand Vitara; Dentsu India works on Estilo, WagonR, Eeco and Kizashi; and Lowe Lintas oversees DZire, Maruti800, Omni, SX4 and Alto.

    With so many companies and brands in the market, hasn’t
    differentiation become a major challenge?

    “Differentiation can also be about the quality of products; how we target segments, BTL (below-the-line) activities, conveying or connecting with our target audience creatively and digitally. A creative agency might not be fully equipped to deal with our digital needs, hence we have got a specialist now,” Srivastava concluded.