Life is unpredictable; life is spontaneous; life takes many turns, but LUV keeps us going! Amid umpteen ups and downs, success and failures, joys and sorrows, stress and distress, tours and detours, only one thing keeps up our spirit-LUV and being with our loved ones…coz after all it's all about a feeling called LUV!
The odd-even rule at the Centre was one such situation where life was taking a turn for almost all Delhi-ites. The pilot scheme set out to curb the alarming levels of air pollution in the city and proposed that private cars with odd or even numbered registration plates would be allowed to be driven only on odd or even dates, respectively, for the first 15 days of this year.
With long distances to cover every day, Delhi-ites felt the heat even in the icy cold weather and started looking for convenient and pocket-friendly alternatives to commute; while some took to overloaded busses and metros, there were others who decided to car-pool, and some who had no choice but to book a cab every alternate day irrespective of the surges.
As most Delhi-ites were gearing up for this sudden change, Maruti Suzuki Ertiga aka LUV (Life Utility Vehicle) came in to exhibit its mantra-"Life takes many turns, LUV keeps us going". The brand launched a digital campaign, #EvenYourOdds, which was carried out on Twitter, and executed on-ground. It asked Delhi-ites questions around the odd-even ruling and how it was impacting their lives, using a different theme every alternate day and rewarding them with 'LUV rides' from one point to the other. This tactical move was possible - thanks to the Smart Hybrid (SHVS) technology that exempted Ertiga from the odd-even ruling.
Furthermore, the brand engaged with ride seekers on real-time basis who were offered LUV rides instantly as 12 brand new Ertiga cars traversed on Delhi roads between 8 am to 8 pm for the next few days. And that's how the brand proved its point - Life takes many turns. LUV keeps us going! It helped the brand translate an effective online brand engagement into an actual direct response marketing activity.
"The odd-even rule has really worked for me, thanks to LUV," exclaimed an excited customer. After all, who minds a free ride in a premium and stylish Maruti Suzuki Ertiga with SHVS technology!
(This is an advertorial and does not necessarily reflect the views of IBNLive and Network18)
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