According to MUL, the new Versa multi-media campaign is aimed at winning over Indias large extended families (over five members) by communicating its advantages of vast space, and competitive pricing (at price points of Rs 4 lakh, Rs 4.38 lakh and Rs 4.9 lakh against earlier pricing of Rs 5 lakh upwards).
Also, MUL has structured a loyalty plan wherein any MUL owner can upgrade to Versa and enjoy an additional loyalty bonus of Rs 20,000 for a limited period.
Is Versa taking a leaf out of Toyotas positioning strategy for Qualis Says MUL marketing spokesperson Ravi Bhatia, We are offering a spacious car with electronic power steering (EPS) at Rs 4 lakh as compared to Rs 6 lakh by competition.
Commenting on MULs new marketing thrust, motoring observer Murad Ali Baig said, Versa is a nice car but is still a fringe model and not a volume player. The new marketing thrust might make some difference but wont change fortunes for Maruti.
Versa is currently accounting for around 1 per cent of overall MUL car sales.
The campaign Ek gaadi mein saath saath jaane ka maza kuchh aur hi hai is handled by creative agency Lowe.
Though Amitabh Bachhan continues to remain brand ambassador for Versa, in the current three-part commercial the agency has highlighted the theme depicting a slice of life of an urban Indian family.
There are phases in the life of a product. Every campaign doesnt need to feature brand ambassadors. This time we have listened to customers voice and feedback and echoed it through the new campaign, said Mr Bhatia.