"/>Pictures of the ad 'petrol khatam hi ni hunda' Small child, big ideas. That would be the most apt way to describe a 2003 Maruti 800 ad. While owning a car"> "/>Pictures of the ad 'petrol khatam hi ni hunda' Small child, big ideas. That would be the most apt way to describe a 2003 Maruti 800 ad. While owning a car">

When Maruti and its never-ending story added creative fuel, Marketing & Advertising News, ET BrandEquity

Announcement pictures “petrol khatam hi ni hunda”

Pictures of the ad ‘petrol khatam hi ni hunda’

Small child, big ideas. That would be the most apt way to describe a 2003 Maruti 800 ad. While owning a car is a dream for many, having good mileage is nothing short of an aspiration. The Maruti 800 campaign of 2003 was a campaign related to many Indian middle class consumers, till date.

The 2003′essence khatam hi nai hunda’ ad creatively conveyed that buying a Maruti car would guarantee fuel efficiency.

This week’s BE Saal Baad has traveled down memory lane to trace the idea of ​​this communication. The ad didn’t have a lot of dialogue, but it spoke directly to the mind and heart of the consumer. The little child ‘brrr brrr, pain pain‘ and later response to his father’s reaction with ‘papa ki kara, essence khatam hi nai hunda‘, were the highlights.

Arvind Pal Singh aka Candy, co-founder of Magic Mushroom, who was the creative (art) director of Capital Advertising (now Publicis Capital) (the agency behind the 2003 ad), came up with the idea of ​​a child chasing a small car .

The commercial captured crucial information about human behavior depicting family members busy with their respective chores and a ‘boring’ little child ‘messing up’ everything with his ‘little one’ Maruti 800.

Candy shared that the idea of ​​featuring a Sikh child came from Parshu Narayanan. He added that the idea was not limited to presenting a Sikh child for the campaign. Later, a film was created for the Southern market in Tamil on the same theme.

The challenge was still there because so many people were talking about mileage.

How to say something that no one has ever said in the same way because at the end of the day, in advertising there are several concepts. This is where creativity and memorization come into play, he added.

Interestingly, there was no real used Maruti 800 in the ad. A toy car in sync with the child’s “brr brr” told how the cost of fuel is a crucial consideration for car buyers and this idea was brought into sharp relief when the child said “oil khatam hi ni hunda” (what to do, the essence does not get over).

This fundamental thought was even shared by advertising industry veteran Sandeep Goyal in a tribute to the late Jagdish Khattar (then Managing Director of Maruti Udyog) for ETBrandEquity. He wrote that Khattar was convinced that the most important attribute of a car for Indian consumers was mileage, only mileage. Only fuel economy – no speed, no features, no amenities, no bells and whistles.

“He (Khattar) would often joke that wealthy Indians would spend 50 lacs to buy a new top end Mercedes (yes, that was the price of a Merc back then) but would always end up buying the diesel variant. Why? Diesel running cost is lower! No wonder one of the best Maruti commercials ever saw chhota Sardarji playing with his M8oo toy and going on and on because “petrol khatam hi nahi hunda!” , said Goyal.

Bobby Pawar, president and chief creative officer of the Havas Group, said the campaign caught that on the inside. “In those days, before the era of computer games, telephones, laptops and iPads, children played with toys. You are a 10-year-old boy, imitating and pretending to drive this car, moving it by hand. with the loud, irritating sound of the engine. At one point the parent said this to him for a few minutes and then said wait, stop it. This is great human behavior that we can all relate to. This is how children behave and how parents react to it.

He added that it was charming, insightful and creative for cars communicated as among the most fuel efficient without going into the typical engine involved.

(BE Saal Baad is a series that looks at advertising in time.)

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  • Posted Nov 12, 2022 09:04 IST

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