First publised on 2020-06-12 11:59:31
The disruption caused by the Covid-19 pandemic had hit all sectors of the economy. The automobile sector (both four-wheelers and two-wheelers) had already been reeling under a lack of demand before the health crisis hit. The two-wheeler industry was grappling with dealerships shutting down and piling inventory. Customers were not buying despite good discounts and attractive finance offers. This was disheartening for the manufacturers as India was witnessing an upsurge in bike-taxis and food delivery businesses, both of which require bikes in large numbers. Then the pandemic and the lockdown came and everything stopped.
Now, as economic activity resumes, more than discounts or finance, consumers are concerned with health issues. Playing on this, Suzuki has released an excellent video advertisement that focuses on the theme of the stoppage due to the lockdown and the resumption of services now. It weaves in the health issue by promising to come to the customer's doorstep with all services like test-ride, documentation and assures that the bike will be sanitized before them and they will be provided with safety gear like gloves and masks.
The advertisement says that yes we had stopped as it was wise to stop. It goes on to say that we will march forward now and ask for the future to account for the past. It is a very lifting ad that has the right lines and good music. It holds viewer attention.