Maruti Suzuki urges all to ‘Chase Life’ with the new Alto K10
by Vasundara R Marketing | November 25, 2014 | News
Maruti Suzuki Communique India Alto K10 The Lalit Mumbai
Maruti Suzuki recently rolled out the new Alto K10 in front of the national media. The launch event was held at the Maruti Brand Centre in Delhi on November 3 in the morning and at The Lalit, Mumbai in the evening on the same day.
Communique won the mandate for the media launch of the car manufacturer’s all-new Alto K10 - the most powerful entry-level car powered by the K10 engine, following a multi-agency pitch. The all-new Alto K10, a peppier successor to the immensely successful Alto K10, is targeted at the young ‘Generation Abhi’ that does not believe in waiting for things to happen but in chasing everything that life has to offer.
A full model change since its launch, the focus of the new launch included a fully new exterior and interiors along with mechanical up gradations, but most importantly the inclusion of AGS (Auto Gear Shift) or commonly referred as AMT (Automatic Variable Transmission). Thus the ‘ease of driving’ and the ‘car for the new generation’ became integral thoughts in the event concept design.
Extending the brand tagline of ‘Chase Life’ – which defined the aspirations of the youth today - into an event experience , the venue was transformed into a ‘Chase Arena’ - a high energy, upbeat space replete with multiple, high-tech and engaging touch-points.
Interactive Chase Booth
On entering the ‘Chase Arena’, media registered through an interactive ‘Chase Booth’ to get personalized passes for witnessing the much-awaited launch. Depending on the guest’s preference, the passes were personalized with captions like ‘I Chase Adventure’, ‘I Chase Music’ etc. The passes was seamlessly connected with the ‘Chase On Engagement Walls’ ( multiple social walls across venue), thus visually amplifying the engagement .
After collecting their personalized pass, guests entered the launch area through a specially designed ‘Chase Walkway’ flanked on both sides by large screens playing impactful content to set the tone for the event. The content celebrated the iconic milestones of Alto and Alto K10 including ‘largest selling small car in 2010, 2011 & 2013’, ‘fastest car to clock 2500000 of sales , ‘No.1 selling car in 9 yrs’ et al. We created over 45 minutes of multi-media software, which played across the ‘Chase Arena’ and the ‘Chase Walkway’, for a dynamic seamless technologically immersive visual experience.
Walkway created by Communique for Maruti Suzuki Alto K10
In the launch space, guests were greeted by a 270 feet mezzanine structure and over 1500 sq.ft. of LED screens with multiple resolutions forming the ‘Chase Arena Stage’. A custom created Ambience AV built up the car’s positioning, while engaging waiting media personnel. The multi-screen experience of the zippy custom produced content created a larger than life , immersive experience.
With the MC announcing the event open, the proceedings kick-started with a Keynote Address by the MD and was followed by an exciting product presentation. To make the product presentation a disruptive, technically superlative experience, we created an interactive device – a ‘Chase Cube’ that the presenter could use to trigger AVs synced with the speaker’s content. The key product AV was produced by Communique, using the latest red cameras and involved a 5-day shoot of the car at multiple locations.
The biggest highlight of the event was the concept and execution of the pre-launch production. Taking inspiration from the ‘Chase Life’ positioning and the youth’s un-tameable passion for maximizing every moment, we re-interpreted the much-acclaimed ‘Breathless’ song (originally sung by Shankar Mahadevan) to capture the spirit of the youth.
This involved composing fresh lyrics and re-mixing the original without losing its essence. Thus, was created the ‘ Breathless Chase Mix powered by Alto K10’. To deliver the song in its contemporary avatar, we roped in Siddharth Mahadevan - winner of the R.D. Burman Award at the 59th Filmfare Awards, and son of Shankar Mahadevan. The concept is not just restricted to a launch event, but is being extended to digital, radio and on-ground amplification, to connect with the youth across the country.
The revelation was a grand production that started with a stunning, high-energy 3-minute performance by Bhavini and Rahul (leading contemporary choreographers), across multi-tiered stage and synced with a contextual AV that mirrored their moves. The AV involved a pre-event, 2-day shoot with the choreographers. This seamlessly led into a powerful, live performance of the ‘Breathless Chase Mix powered by Alto K10’ by Siddharth Mahadevan. As Siddharth performed, a pre-shot in-studio, behind-the-scenes film played in the backdrop.
Siddharth Mahadevan performs to a remix on 'Breathless, adapted specially for the launch
The large format, multilayered production led to the two-tiered stage splitting to reveal the all-new Alto K10 in Tango Orange and Silky Silver. Post launch, media got up, close and personal with the new launch mounted on a stunning ‘zipping road’ installation, where the car was ‘mounted on a 30 ft road’ with a 6 ft elevated height, giving media an unparalleled opportunity to click selfies and post it with #ChaseLife.
The twitter panels at the venue were flooded with the enthusiastic tweets from the media. Needless to say, the launch was much appreciated by the media & the client alike!
“We were able to translate the brand thought of ‘Chase Life’ into a multi-layered, dynamic event experience that personified the positioning,” said Dimple Motwani , Senior Manager – Client Servicing & Business Development, Communique Marketing Solutions. “With the ‘Breathless Chase Mix’ and multiple technology touch-points, the event was replete with many innovations that wowed the media.”
The dual media launch in Delhi and Mumbai on the same day was executed by Communique India