Maruti reviews its roster agencies for Ertiga

The MPV will be launched during AutoExpo 2012. Currently, Lowe Lintas, Hakuhodo Percept, Publicis Capital and Dentsu Creative Impact are on the company's creative roster.

Maruti Suzuki is scouting for a creative agency for its new multi-purpose vehicle (MPV), Maruti Suzuki Ertiga MPV, which will be launched at the forthcoming AutoExpo 2012, in January. The company has called its roster agencies to present their ideas.

Currently, Lowe Lintas, Hakuhodo Percept, Publicis Capital, and Dentsu Creative Impact are on the company's creative roster. The agencies already have their hands full with brands such as Swift, Omni, Zen, WagonR, True Value, A-Star, Dzire, and SX4.

Lintas Media Group will continue to manage the media duties for Ertiga.

Confirming the news, Shashank Srivastava, chief general manager, marketing, Maruti Suzuki, tells afaqs! that the type of communication, the media mix, and the media spends on the brand will be ascertained only after an appropriate creative partner is finalised.

The company plans to target customers who want to upgrade from small cars. "The car will accommodate more people, and will have the luxury of a sedan," says Srivastava. Ertiga is designed to appeal to big Indian families, and will offer a mix of everyday utility and space.

The automotive company has several other products lined up in 2012.