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For years, Indian car buyers prioritised mileage, and Maruti Suzuki capitalised on that with their ‘Kitna deti hai’ campaigns. But times have changed. Today's consumers demand more. They want comfort, style, technology, and more and Maruti Suzuki, while retaining its core values, is evolving with the times. Their focus has shifted from broad campaigns to ‘marketing for one’.


The auto giant's new senior executive officer - Marketing and Sales Partho Banerjee, prioritises elevating the customer experience through data-driven, tailor-made campaigns.


In an interview with Storyboard18, Banerjee highlighted the success of Fronx and Jimny campaigns, highlighting the effectiveness of targeted marketing for new launches.


Moving forward, Banerjee emphasised a tailor-made approach for all campaigns, ensuring they reach the right customer, at the right time, through the right medium.


As the new marketing and sales head, Banerjee prioritises maintaining momentum despite muted industry growth.
"We'll achieve this through a customer-centric approach, aligning all efforts, from brand building to product development, with consumer needs," he said.


He also elaborated on his learnings from three decades at Maruti Suzuki, outlining valuable insights he intends to implement in the sales and marketing team, along with his views on utilising new-age marketing tools.


Edited excerpts:



Transitioning from heading the service wing to now leading marketing and sales, what valuable lessons have you learned that you aim to leverage in your new role?


Three decades at Maruti Suzuki have yielded countless lessons, but two stand out for me. First, truly understanding customer concerns and preferences is paramount. This is something I want to deeply embed in our marketing and sales strategy. Second, leveraging our customer database, a valuable insight from my after-sales experience, is crucial. By combining strong data analytics with a customer-centric approach, we can optimise campaigns and reach customers through the right channels with the right content. 



Moving on to the two big launches of the year, what are the key strategies that contributed to the successful launches of Front and Jimmy models in India, and how do you plan to build upon this success in future launches?


If we look at the two new launches, the Fronx campaign, in particular, has been a tremendous success. It's helped us achieve a significant jump in SUV market share, from 10 percent to 20 percent. The campaign's focus on design resonated well with our target audience. Fronx has become the fastest-selling car in India, reaching a sales figure of over 1 lakh units in just 10 months. This is a testament to the effectiveness of the campaign and our ability to connect with customers. The Jimny campaign was also very well received. 


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




The two campaign were mostly based on true stories and original content from real users, a how did that work for the brand? What other innovative approaches will Maruti employ to effectively reach and resonate with your target audience?


I want to highlight the Jimny brand, a true off-road icon with over 50 years of history. Our ‘Never Turn Back’ campaign, leveraging real owner stories, successfully established its off-roading prowess through genuine connection.
On the innovation front, immersive experiences like NEXAverse proved highly successful for the brand. During the Grand Vitara launch, over 55,000 bookings were received before customers even physically saw the car. This initiative shows Maruti Suzuki's commitment to reaching customers through cutting-edge methods. AI and augmented reality will remain our focus, and we intend to harness the power of data analytics to deliver customised communication and experiences to our customers.



Are marketing and ad spends also growing with these changing trends?


In fiscal year 2023 (ending March 31, 2024), our total marketing spend amounted to approximately Rs1100 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. We are definitely anticipating an increase in marketing spend for the coming fiscal year.




Talking of trends, how does the brand plan to capitalize on emerging trends and consumer preferences to stay ahead in the dynamic automotive industry?

Capitalizing on emerging trends and evolving consumer preferences is crucial. We're achieving this through a focus on innovation, agility, and unwavering customer centricity.


We closely monitor marketing trends and technological advancements, particularly in areas like strong hybrid technology - a segment experiencing positive traction. Just recently, we launched a strong hybrid campaign highlighting the benefits of this technology. 


Data analytics is key to crafting tailor-made marketing campaigns, enabling us to move towards ‘marketing for one’. This personalised approach, only achievable through digital channels, enhances the customer experience and builds trust. Offering the same message to everyone simply won't work anymore.



In your view, what are the critical factors that will shape the future success of Maruti Suzuki, and how do you intend to align your strategies to navigate through these challenges and opportunities?
 


Since its inception, Maruti Suzuki's mission has been to provide the joy of mobility for India, prioritizing customer needs as our core strategy. We've observed that cars are no longer just transportation, but an extension of one's personality. Our 18 products, each adding value to the Maruti Suzuki brand, cater to diverse customer demands.
The fast-growing SUV segment reflects these evolving needs, and we offer four strong options. We are also committed to CNG, strong hybrid, and future exploration of biogas and EV models. The point is to keep a close watch on customer trends and keep innovating on all fronts to meet customer expectations. 




So innovation is how you are transitioning from being a legacy company to a modern day brand?


This transition began nearly a decade ago when I was a core member of the NEXA brand launch. We recognised evolving customer preferences, prompting the creation of NEXA to deliver a differentiated experience. We understand the need to continuously upgrade as customer expectations change.


Maruti Suzuki has often been the first car for many in India, and we see them as part of our extended family. As their needs evolve, we understand the importance of evolving alongside them. This goes beyond just products; the sales experience, after-sales service, and the level of digitization have all undergone significant shifts from traditional practices.

Maruti Suzuki goes beyond mileage focus; new marketing chief Partho Banerjee reveals the auto major's strategy

Auto major Maruti Suzuki just made changes in its executive ranks with Partho Banerjee taking over as the new Head – Marketing and Sales. Banerjee who was earlier the Head of Service has a sharp focus on sustainability and targeted campaigns.

In an interview with Storyboard18, Banerjee discusses the success of Fronx and Jimny campaigns, which doubled the brand's SUV market share in the country. He also touches upon the the future direction of Maruti Suzuki's marketing strategy, fuelled by an increased budget.


Edited excerpts: 


As the new head of marketing and sales, what are your top priority areas for the upcoming year in terms of driving growth and enhancing brand positioning in the market?


As the head of marketing and sales, my primary focus is to maintain our current momentum even as our industry is inching towards muted growth this year for a variety of reasons. 

To achieve this, we'll prioritise a customer-centric approach, ensuring all our efforts, from brand building to product intervention, are closely aligned with consumer needs.




Moving on to the two big launches of the year, what are the key strategies that contributed to the successful launches of Front and Jimmy models in India, and how do you plan to build upon this success in future launches?


Let's talk about our recent launches. The Fronx campaign, in particular, has been a tremendous success. It's helped us achieve a significant jump in SUV market share, from 10 percent to 20 percent. The campaign's focus on design resonated well with our target audience. Fronx has become the fastest-selling car in India, reaching a sales figure of over 1 lakh units in just 10 months. This is a testament to the effectiveness of the campaign and our ability to connect with customers. The Jimny campaign was also very well received. 

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




Maruti’s campaigns keep getting bigger every year, are marketing and ad spends also growing? What is the media mix like? 


In fiscal year 2023 (ending March 31, 2024), our total marketing spend amounted to approximately Rs1100 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. We are definitely anticipating an increase in marketing spend for the coming fiscal year.

Watch out for the full interview on Storyboard18

Maruti Suzuki revs up for growth: New marketing chief Partho Banerjee hints at soaring ad spends

Back in the day, the Indian auto industry wasn’t nearly as big and booming as it is today. With only a couple of Indian manufacturers at play then, the car was seen as a luxury item only a select few could afford to have. One of the indigenous manufacturers back then was a government run company called Maruti Udyog. 

In 1982, Maruti Udyog joined hands with Suzuki to increase their footing in the Indian market. What came out of this alliance a year later was a car, locally manufactured and affordably priced. This car changed the course of the Indian automobile industry for the better. What was more popularly known as the ‘common man’s car’, it was the Maruti 800. 

<img src="https://images.storyboard18.com/storyboard18/800-1024x576.webp" alt="" width="750" height="422" class="alignnone size-large wp-image-2158" />

The 800 was a small hatchback that came with an affordable price tag. Back then, the 800 had cool features such as a reversing light and a cassette player. This took the demand for this car to great heights. There was even a waiting list maintained to keep up with the increasing demand. The company has sold over 2.7 million units of the 800 till date. 

Maruti Suzuki saw an opportunity here, to provide good affordable cars to the Indian masses. To their favour, after the success of the 800, the masses were hungry for more. What followed was the launch of four new models. 

The Maruti 1000 or Esteem, a premium vehicle launched by the manufacturer, kickstarted the sedan trend. The long body style and design was quick to grow on Indian customers. Back in the day, having a Sedan parked in your garage immediately lifted your social ‘esteem’. Previously sold as the 1000, it gained immense popularity and was viewed as a luxury car being sold among all the Padminis and Ambassadors. At a time when SUVs were still considered rudimentary, the Esteem pierced a gap and successfully competed in the segment for years. 

<img src="https://images.storyboard18.com/storyboard18/esteem-Edited-1024x675.png" alt="" width="750" height="494" class="alignnone size-large wp-image-2160" />

The Omni, albeit, not a great looker, offered a lot more space in the cabin and its van like design did appeal to many. The Omni was a hit amongst the large joint families of India. Probably the most utilitarian vehicle launched by Maruti Suzuki, the Omni was the jack of all trades. Used as a family car, a school van, an ambulance, a cargo carrier or the occasional kidnap van, there was really nothing it couldn’t do. 

<img src="https://images.storyboard18.com/storyboard18/omni.jpeg" alt="" width="930" height="620" class="alignnone size-full wp-image-2159" />

The Maruti Suzuki Zen was an enthusiasts car. Known to be India’s first fun to drive hatchback, the Zen was an instant hit and soon became a cult classic. A low driving position and go kart like handling made it very driver oriented. It became immensely popular amongst the Indian Racing scene with modified versions of the 998cc G10B engine generating over a 100bhp. Being a Maruti Suzuki, the Zen was very reliable and still commands a slight premium in the second hand market. Though it is difficult to find one since petrolheads are quick to pick as soon as one is listed for sale. 

<img src="https://images.storyboard18.com/storyboard18/zen-1024x576.webp" alt="" width="750" height="422" class="alignnone size-large wp-image-2161" />

Since then Maruti Suzuki has come a long way. From launching the ‘tall boy’ WagonR in 1999, which continues to sell even today in its current iteration to the Swift which gained popularity attributed to its sporty looks. Maruti continued to expand its portfolio by launching India’s first automatic transmission vehicle, the Celerio followed by many affordable CNG models. Lastly, not to forget NEXA, their own dealership to sell their premium range of vehicles like the Baleno, Ciaz, XL6, etc. 

Let’s go back in time and look at a couple of old ads by Maruti Suzuki. 

Maruti Suzuki - Sardar boy 

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In this ad, Maruti Suzuki uses a cute and mischievous kid to literally ‘drive’ the message of fuel efficiency. The little boy is playing with his toy car, running it over all kinds of surfaces, right from the floor to a bald man’s head. Finally, his father out of sheer exasperation, asks him to stop. To this, the little boy innocently replies saying that he’s unable to stop because the fuel doesn’t seem to get over. 

Maruti Suzuki - Kitna Deti Hai?

<iframe width="560" height="315" src="https://www.youtube.com/embed/akmpsx5F2-4" title="YouTube video player" frameborder="0" allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture" allowfullscreen></iframe> 

Frills and fancies are okay but it all boils down to ‘kitna deti hai?’ Here the salesperson is talking about the luxurious features that the yacht has to his prospective customer. The customer who seems to be affluent with the propensity to buy, hears him out but eventually wants to know what the mileage would be. Through this ad, Maruti Suzuki effectively communicates its fuel efficiency proposition amidst all other offerings. 

Maruti Suzuki as a brand has constantly innovated itself and stayed relevant over the years. At the same time, the company continues to strengthen its positioning of being a reliable and affordable brand for Indians.

Life and times of Maruti Suzuki in India

MARUTI SUZUKI