Seen this Jimny TVC?
Here are some finer details gone into the making of the advertisement done by
Lintas.
- Shot across the world, such as Spain and South Africa, the ad narrates stories of people who didn’t give up amid life’s hardships and tough terrains. The ad states that it is inspired by “
True Stories”.
-There are stories that presented in this campaign to bring in this authenticity, as well as the extreme capability of the Jimny - “Jimny Inspired by #TrueStories”
- The first story is about the snowstorm called Filomena in Spain, where the Jimny came to the rescue and transported food and emergency supplies to drivers stranded in deep snow, making full use of the Jimny’s 4x4 capability.
- Second is about, a mother and her newborn daughter, Maria, who were released from the hospital, had no way to get home with her husband and two other children. Jimny was used to get her home safely in the middle of the snowstorm. Interestingly,
the baby girl came to be known as the ‘Suzuki Baby’
-Another story is a about a couple who wanted to conquer the five peaks of Africa. The Jimny took them through 10 African countries to scale the continent’s five highest peaks. They covered 7,000 km in 8 months and the Jimny tackled everything that the African landscape threw at them.
- Also, a story is about how the Jimny helped scientists explore a poorly accessible archaeological site in Spain, known as ‘The Pit of Bones’. The rough roads presented a challenge best met by the rugged Jimny, which overcome muddy pits, rocky terrain, taking over 300 scientists through narrow passages. It helped them discover over 900,000-year-old specimens.
- Duration of campaign - It was about a month and a half and the briefing would have been about 15 days more. So, maybe about
two months. Wanted to capture the snow, so
shooting was done in Manali, in Rohtang. The Pit of Bones bit was shot somewhere in Rajasthan.
- As the usage of Jimny in India spreads, will have our own instances that can be shared to showcase the prowess of the Jimny.
-
By the way we were very pleasantly surprised to see that there is a huge Jimny followers club in India. Are getting more than 1,000 bookings on average every day.
-
The demand for Jimny would be so high that the initial projection of a three-month waiting period may be too low.
-Jimny campaign will be largely digital, but going forward we will have to create that imagery because the emotive stuff in the stories is more to do with the videos. So, videos in digital as well as on television is something that we will do.
- Jimny seems to have already established clearly in the minds of people as a brand.
The brand positioning here is much clearer – authentic, off-roader lifestyle. Feel the task for brand positioning for Jimny is a little easier because people know about it. Therefore, just need to do that nudging part and sustain it.
After establishing the legacy, the authenticity, and the off-roading capabilities, the next level of the campaign will be to encourage people that nothing can stop the Jimny and that it will go beyond anything.
- Believe that this segment will become quite large, as revealed by the bookings for Jimny –
as per initial estimates the bookings could reach 30,000. Think with the entry of Jimny, this segment is going to grow much larger.
Making of the five-door Jimny: Quote:
Both Suzuki and Maruti teams were involved. The basic platform was anyway available, but the challenge was to make the five-door version while retaining all the off-roading capabilities, etc. So, the effort was huge, of course. And that’s one of the reasons why it took so much time for us to bring the Jimny. We have been exporting the three-door Jimny since January 2021, and so far, have already exported 30,000 units of the three-door version.
The second challenge was localisation. A lot of components are specialised, but the terrain is different from the others. Since the testing part had to be done thoroughly, it took a lot of effort. We have invested over Rs 900 crore on R&D. I think the product has come out very well and will do very well in the market.
|
Source: