Maruti Suzuki's Partho Banerjee on targeting young eco conscious consumers and more

Maruti Suzuki India Limited (MSIL) launched a new campaign, 'Run On What You Love,' to promote its S-CNG technology. The campaign emphasizes the benefits of S-CNG vehicles: freedom, adventure, and a sustainable driving experience. The campaign film targets young, environmentally conscious consumers who value both fun and exploration. It showcases the range, mileage, and performance of Maruti Suzuki's S-CNG vehicles, empowering drivers to travel further and experience more.

Partho Banerjee Senior Executive Officer, Marketing & Sales, Maruti Suzuki India Limited highlights, "Our monthly sales of S-CNG vehicles have reached approximately 50,000 units, marking a substantial segment of our current sales. We are experiencing a growth rate of 25% compared to last year. Notably, whereas every fourth car sold by Maruti last year was CNG-equipped, in the past two months, every third car sold has been converted to an S-CNG model from our stable."

"We're experiencing excellent traction and are eager to amplify the aspirational appeal with our new campaign, "Run on What You Love." This initiative aims to dispel any perception in the market that S-CNG vehicles are less than their petrol counterparts. It's tailored to resonate with environmentally conscious young buyers by showcasing Maruti Suzuki's S-CNG lineup in its entirety—emphasizing top-notch performance, safety, comfort, and impressive mileage," he says and adds, "We have effectively utilized print, electronic media, and OTT platforms in our marketing strategy. With the rising prominence of digital media, especially the hyperlocal reach of social platforms, we find it easier to engage with our target audience. This enables us to concentrate our marketing efforts around cohesive concepts more efficiently."

In the recent past, The Fronx campaign has helped Maruti achieve a significant jump in SUV market share, from 10 percent to 20 percent. Fronx reached a sales figure of over 1 lakh units in 10 months.

"With four strong SUVs in our portfolio and a 20 percent market share, we're now the number two player in the segment," states Banerjee.

In fiscal year 2023 (ending March 31, 2024), Maruti's total marketing spend amounted to approximately Rs 1100 crore. To provide a breakdown, television advertising received roughly 35 percent of the budget, followed by digital marketing at 30-33 percent. Print media accounted for approximately 18 percent, with the remaining budget allocated to other channels.