The one of the largest advertisers of the car manufacturing industry is the auto giant Maruti Suzuki, which is now going to increase its advertising budget by 12-15 per cent for the fiscal year 2012-13. The Indo-Japanese joint venture faced a downfall last year because of the slow growth rate in the automobile sector and could not launch many products last year. The company slack off the media expenditure in the year 2011.
Shashank Srivastava, who is the Chief General Manager of Marketing in Maruti Suzuki India said that the expenditure on the media is directly related to the new launch and as Maruti didn’t had many new products in the last year so the affect can be seen on the marketing budget of the company. He further added that as Maruti India will be launching 16 new products, so it will require a good amount to be spending on the advertising of the products and on the brand endorsing for the products.
Maruti was the most active digital advertiser in 2011 with the Cricket World Cup and fourth season of the IPL. Maruti Cricket Maharathi had been the most popular campaign registering 45,000 app downloads last year, which was created by a mobile marketing company named Affle. The digital advertising is expected to cross over 10 percent in 2012. 80 percent of the total advertisements in the print and television are of the automobile sector. The automobile sectors have crossed the advertisers of FMCG products and telecom industry in the year 2009 in digital and mobile media advertising space.
The after product launch advertisement is an excise which every marketers in the sector follow. The digital advertising by automobile sector is growing at a rate of over 100 per cent in India because of the increase in the product range of the cars and new launches which happen every week.