Maruti Suzuki has appointed actor R. Madhavan as the brand face for its popular hatchback WagonR.
WagonR, one of the top-selling Maruti Suzuki brands with average monthly sales of 12,000 units, has a customer base of 7.45 lakhs.
Before the actor was signed on, Maruti Suzuki?s consumer research on Madhavan revealed that he was a national celebrity with a skew towards the Southern parts of the country. Madhavan was subsequently considered a right fit after analyzing his future ventures/prospects and the brand objectives of WagonR.
Maruti Suzuki will be taking a new regional approach to marketing with this advertising campaign. There will be more focus on a regional communication strategy by having local language dialogues to reach out to the masses. This is the strategy to make the brand more relatable to its current and prospective users.