CLIENT : MARUTI SUZUKI, NEW DELHI
IDENTITY SYSTEM FOR INDIA’S MOST BELOVED SMALL CAR
The Maruti Alto – Let’s go Brand Idea – was work I had conceptualised, designed and created along with my creative partner Ashwin Varkey at Lowe Lintas : 2003. While it is not in full view in urban centers anymore, in rural areas and townships the campaign still runs and is now considered to be one of the longest running campaigns in India. The brand launch in 2003 itself was a raging success, with advance bookings that lasted months. The early 2000s were possessed with optimism and we were also one of the youngest countries in the world (still are). Gripped with ideas of financial and social independence and ambition, urban spontaneity among the young was the disposition of the generation.
The slogan ‘ Let’s go’ designed in playful lower case resonated with the urban and young working women and men, who were not interested in traditional formalities and dependencies, they instead wished for independence to make decisions, spontaneity, laughter and fun, friendships were the new families and families were the new friends. One might say, that we as two creative people working on this campaign were also the audience – We were spontaneous and independent, we worked and played hard and were ambitious to be at our best.
The words and the typography presented the brand to feel friendly, fun, accessible, affordable, simple and cool – Qualities that the youth wished to embody.