Fuel economy is part of reassurance and the commercial was communicating a larger message.
One of the highlights of cars from Maruti was fuel efficiency. When the research was conducted, fuel efficiency came right on top!
Capital was briefed on showcasing this.
Candy aka Arvind Pal Singh, the art director, came up with the idea of a kid with a toy car and the Punjabi line ‘Papa ki Karaan, petrol Khatam hi ni Hunda’. He was guided by creative head Parashuraman who had suggested they get a Sikh kid.
The kid in the colourful Pagdi with his real-life dad became such a hit that they were used even for on the ground promotions.
Apart from being entertaining, the feeling of reassurance from Maruti comes right through. The commercial ended with ‘ Count on Us’. It gave confidence to customers on the core Maruti proposition. Fuel economy is part of reassurance and the commercial was communicating a larger message.
Once the film was made, Maruti did not release it immediately for strange reasons, as the commercial had a minority presence angle. They were not sure how the masses would take to the commercial. However, one of the executives saw the advertisement and asked Mr Khattar (Managing Director). He agreed that it should be released immediately.
Namita Roy Ghosh and Subir Chatterjee directed the film and Whitelight produced it.