Cannes Lions
PUBLICIS COMMUNICATIONS, Gurgaon / MARUTI / 2011
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Cultural context: "Kitna Deti Hai?" transliterates into "How much does she give?" - it's a very typical and colloquial Indian way of asking how much mileage ( fuel efficiency) a vehicle delivers. Indians, frugal by nature, are notoriously mileage-obsessed. In this commercial a Russian General, head of a delegation of Russian Top Brass is explaining the great features of a deadly new tank to his Indian counterparts ( 75% of India's military hardware is Russian-origin and India has pasted the opposition with them in previous wars so Russian arms do have a deadly reputation in India). The General's comments on the tank's features are translated by a geeky Indian translator. The Indian Generals are impressed. After going through the list of impressive specs, the Russian General smugly says he could go on and on. Then the Indian General leans forward and asks the key question: " Kitna Deti Hai?" ( how much does she give?)- translated immediately into Russian - making the hardened General's jaw drop. In comes the VO & pack shot of a range of cars: "For a country obsessed with mileage, Maruti Suzuki makes India's most fuel efficient cars."
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