The Indian middle class manage their expenses on a day-to-day basis. Since they work in the public sector, it is difficult for them to have lump sum amount to spend any time of the year.

But there was one dream they still had— to own a car. Due to high down-payments and hefty EMIs, it remained unfulfilled. They waited for their promotions/increments to make high-investment purchases, but their first car still remained out of reach. Hence we, at Maruti Suzuki began looking for opportunities to pitch the idea of owning their first car and realizing their dream.

The 7th Pay Commission presented itself as a golden opportunity. We determined that along with the arrears and the revised pay package, the middle-class consumer will have a lot of cash at his disposal.

Hence, we decided to pitch the idea of a car by comparing its monthly EMI with daily commute expenses.

Our target audience was clearly defined as the middle-class man, working in the public sector. He travels to work by radio taxis/public transport every day. He’s meticulous about his expenditures, as he likes to keep track of all his daily expenses. He is most active on his mobile device wherein he consumes content.

He uses Google Maps to check ETA and commute options every day.

We used this behavioral insight and made our campaign 100% mobile-centric, utilizing the user journey on the Google Map application.

Using rich media for the first time on Google Maps, we compared TG’s daily commute expenses to the unbelievably affordable EMI of Alto 800.

This was the first time that a thorough understanding of the TG, their behavior and timing were analyzed and blended together to carve out communication plan to achieve the brand objective.