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Ad Analysis for Maruti-Suzuki Alto 800- Time to Khisko ad.
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Maruti‐Suzuki Alto‐800: “Lets Khisko”
http://www.youtube.com/watch?v=QclhuSmzgIw
The ad starts in a café where a nerd plays with his phone as a pretty girl sitting across the table looks bored. A car stops by opposite the café and a guy (car‐owner) waves‐out to the girl. The girl, nodding her head in agreement, quietly sneaks out of the café to join him in his Alto‐800.
At first, what might strike the viewer is the ‘odd’ color of the car. A cool, lighter shade like Frost Blue surely has a calming effect and makes the car look a bit bigger from the outside. However, the color is not a popular one among car buyers in India (Source: DuPont Automotive Color Popularity Report 2012). A more ‘peppier’ shade like Blazing‐Red, Torque‐Blue, or Granite‐Grey would have been apt keeping in mind the young target group.
A tune from the movie Kal Ho Na Ho (“It’s the time to Disco”) plays throughout the ad which grabs the viewer’s attention and adds to its recall value. The message of escaping boredom (“Boriyat se door”) by going on a long drive in an Alto 800 with your partner is well communicated.
The car is shown dodging school‐buses (depicting easy maneuverability), skipping visit to a petrol‐pump (indicating better mileage) and finally racing in the open, airy countryside. The text appearing below the ad mentions some of its features like ‘wave front design’ and ‘easy drive and handling’. There is a clear focus on demonstrating the advantages and benefits of the product to raise the viewer’s interest.
Later on, the nerd, now on an old‐fashioned scooter, reaches a place where the couple have parked the car. They are shown to be ‘up after resting’ on their fully reclined car seats. The scene adds ‘a touch of naughtiness’ to the ad. It also increases the desirability of the product among existing bike users who aspire to upgrade to a four‐wheeler for more space and comfort.
Although the car is not available in a diesel variant, the ad includes a disclosure‐note that the car is available in both Petrol and CNG variants (and a mileage of 22.7 kmpl).Thus, it addresses consumer concerns about rising fuel costs. However, this being a small footnote, it’s likely for the audience to miss this message.
The ad ends with a call‐to‐action with a text mentioning the website and an SMS number. This provides customers a response mechanism to know more about the product, to find a local dealer, or even to book a test drive.
A celebrity like Preity Zinta (as the girl) would have provided a much better connect with the song. The ad also misses out some of the other features of Alto‐800, like its tall‐boy design and the extra boot space. Still, it does a good job of adhering to the AIDA model of advertising. It will be interesting to see if the ad results into sales for India’s number one car maker or whether the customer decides to “Khisko” from the showroom itself!