Maruti Suzuki India poses deep existential questions in campaign for XL6 multi-purpose vehicle

India’s largest automaker Maruti Suzuki has launched a campaign for its XL6 multi-purpose vehicle called ‘Feels Just Right’.

Created by Hakuhodo India, the launch campaign for the vehicle, that is part of the company’s premium Nexa range, is built around a series of questions posed to brand ambassador Bollywood actor Ranveer Singh such as: ‘What do you believe in?’; ‘What inspires you?’; ‘What rules do you live by?’ and ‘What do you strive for?’


A note from Hakuhodo said: “In India, people give buying a car a lot of thought. When it comes to the MPV segment, consumers consider various facets of a vehicle rather than just price and efficiency.

“Their purchase is based on their instincts, the joy of sharing their possession with friends, aspiring for a better life, protecting their family, admiring the beauty in creation and exploring the world unfettered. 

“With this campaign, Hakuhodo India creatively answers all the queries around the car by projecting them on real life scenarios.


The campaign will play out over six different commercials, digital feature videos, print and outdoor. 

Speaking about the campaign Hakuhodo India national creative director Sabuj Sengupta said: “I feel that a consumer’s expectation is always high when it comes to buying an MPV. 

“The campaign is created to inspire a world of comfort and style. And there’s no one better to personify it than our brand ambassador, Ranveer Singh.”

The XL6 launches amid a severe slump in demand in the Indian auto industry with year-on-year sales having declined by 30.9% in July 2019, according to data from industry body the Society of Indian Auto Manufacturers. Maruti Suzuki too has been affected and has reportedly registered a decline of 36.3%.


Chief operating officer: Jayanto Banerjee

National creative director: Sabuj Sen Gupta

Senior creative director : Tripti Kakkar

Art supervisor: Piyush

Art team: Barun, Anushree

Copywriter: Akshay

AVP client servicing: Amiya Nayak

Client servicing team: Swati, Rashi

Director: Mathias Berndt

Production house: Matchbox films


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