Shifting generational gears: Swift targets younger car buyers in new ad

Maruti Suzuki drives a purpose-led campaign for its 15-year-old hatchback, hopes to keep its premium positioning with a younger set of car buyers

The scene opens with a man pushing his body to its limits, the camera zooms in and we see him jogging on one leg. This is Bhupender Sharma, a one-legged marathoner and mountaineer who talks about finding purpose and courage after a near brush with death and his journey that defies popular notions of success and achievement.

This is the new ad for Maruti Suzuki’s flagship Swift. No shots of a car, nor talk about its design or fuel efficiency; the campaign that features three inspirational stories aims to achieve a higher level of brand salience, the company said. It