Maruti Suzuki India Ltd, the country’s largest automaker, was keen to shift its market position from an affordable, reliable mass brand to a dynamic, aspirational automaker making technologically advanced products, with a heavy accent on safety, style and innovation.

The key priority for Text100 was to appeal to a younger, and more dynamic audience, as well as highlight the company’s ambitious corporate vision.

Using the twin pillars of compelling content and sharp story-telling, the Maruti Suzuki communications campaign profiled the company’s technological expertise, 30-year legacy and strength of management team interspersed with its famed motorsport rallies to positively influence, excite and interest audiences in the new avatar of Maruti Suzuki 2.0 — India’s favorite car brand, only bigger, better and bolder.

The priority was to appeal to a younger and more dynamic audience