The latest Maruti Suzuki Estilo commercial tries to make a point that the driving should come alive. The company has gone all the way in their attempt to ‘digitise’ the experience for the potential consumer. Employing robots instead of humans seems to be the company’s way of differentiating the product. Differentiate they do alright, but does that make the product appeal to the consumer? Increasingly, companies in
|Screenshot of the product website|
pursuit of ‘differentiation’, lose focus to the question – What do I want my viewer to do after watching my commercial? The product website tries to engage the visitor through an online interaction with the robots. While, the experience is different, does it keep its real customer engaged? The Q&A game on the website which seems to be designed to bring an element of play, fails to engage while desperately trying to include product features in its answers. The car competes in a segment where customers pay close attention to mileage and comfort at ‘below the roof’ costs. While marketing campaigns are becoming increasingly sophisticated, the end result is always straight forward – get viewers to experience my product. Understanding this, the commercial could have looked at ideas to build on such customer aspirations and promote the idea – ‘You must experience the new Estilo’ while offering choices like ‘Dial a Trial’ or ‘Ring a Ride’ (test drive). The campaign misses the customer while trying to be different!
Watch the TVC here: