Maruti Suzuki accelerates awareness & purchase intent for Grand Vitara with The Night Manager

Maruti Suzuki is a trusted household name for automobile purchases in India. It’s a legacy brand that people love and trust. To promote the newly launched Grand Vitara, the brand wanted to build on this familiarity and leverage it to highlight the features of the SUV. Given the inherent affluence weaved into the narrative of The Night Manager, Disney+ Hotstar suggested Maruti Suzuki associate with the show and drive awareness, consideration and purchase intent for the premium vehicle.

Execution & Strategy

Maruti Suzuki aimed to increase awareness about Grand Vitara’s features among its core audiences of premium, affluent individuals. Disney+ Hotstar saw a significant overlap between the brand’s target audience and The Night Manager’s viewers. 

The Night Manager is a widely loved spy-thriller starring Aditya Roy Kapoor, Anil Kapoor, Tillotama Shome and Sobhita Dhulipala. An official remake of the British television series of the same name, it’s a blockbuster show with a huge fanbase. While the first part of season one brought the world’s attention to the show, the second part grew it multifold. The show is also a favourite among brands looking to win over premium viewers and drive incremental results with Disney+ Hotstar.

To drive recall, awareness and purchase intent, Disney+ Hotstar created a co-branded vignette featuring relatable scenes from The Night Manager. The vignette helped the brand build resonance in the minds of the target audiences. 

To further drive high-impact visibility for Grand Vitara, Disney+ Hotstar also ran the 15-second video creative highlighting the premium vehicle’s features as mid-rolls during ad breaks. 

Brand Speak

Impact

The popularity of The Night Manager among premium, affluence audiences on Disney+ Hotstar enabled Maruti Suzuki to build awareness, consideration and purchase intent at scale.