Mumbai: Maruti Suzuki India, in collaboration with Dentsu Impact, has unveiled a brand-new campaign, ‘Swift Limitless Stories’ for the 3rd generation Swift.
After the launch of the new model last year with the campaign #BeLimitless, MSIL was looking to take Swift’s legacy of performance forward. The objective of the campaign was to help people connect; not just physically but also emotionally with the concept of being ‘Limitless’.
Commenting on the campaign, Shashank Srivastava, executive director-marketing and sales, Maruti Suzuki India said, “We want to engage with our target group (TG) in a more meaningful way. The Swift Limitless Stories is a way to build a higher level of brand salience to associate with performance but in an emotional way. It is also going to be our long-term strategy. These stories celebrate individuals who keep challenging themselves to become their better version. We wish to associate Maruti Suzuki with visual dynamism and pursuit for excellence. We also have a separate campaign for sales promotion for Swift. This campaign does not push for immediate sales. It, however, is meant to build brand salience.”
Brought to life by Dentsu Impact, the creative agency from the house of Dentsu Aegis Network, the ‘Swift Limitless Stories’ campaign celebrates three individuals who have overcome immense challenges in their lives while in their pursuit of greatness – Olympic and World Champion Mary Kom, Para-athlete Bhupendra Sharma, and a corporate banker Vikas Dimri, who conquered Mt. Everest and the Ironman Race the same year.
Speaking about the campaign, Anupama Ramaswamy, National Creative Director, Dentsu Impact said, “Swift has always celebrated performance. And the ‘Swift Limitless Stories’ campaign has been created to do exactly that, with one difference – it takes the ‘Be Limitless’ philosophy beyond just the car. It salutes the undying spirit of certain special achievers who never accept things as they are and keep pushing past all limits to achieve their dreams. These stories have been carefully selected, because we felt they strongly connect with our consumer’s ‘nothing-is-impossible’ attitude.”
The campaign relies on storytelling and celebrating the limitless heroes without consciously integrating the car. Reason being that the vision of this campaign is to personify the philosophy of ‘Be Limitless’ by highlighting the strength, passion and relentless determination of certain out-of-the-ordinary individuals.
Swift Limitless Stories has been created to engage specifically with audiences on social media, Maruti Suzuki’s content hub, as well as the individual social media handles of these heroes.
Hindol Purkayastha, Senior Vice President, Dentsu Impact said, “Swift has been an iconic brand which has been loved by multiple generations. Our latest campaign focuses on the digital audience and with compelling storytelling, it will truly allow us to inspire millions of followers and get newer younger audience. With performance at the core of the brand, it was time to shift the conversation to individuals from the product. Thus, the concept of #BeLimitless campaign was used as a trigger to invite more stories of individual achievements. With this, we continue to own the space of performance.”
With the Limitless Stories campaign, MSIL is not just sharing inspiring stories, but is also creating a platform for its audience to share their own journey with the world.
The films have been directed by Sharat Sharma – Crazy Few Films.