In a music video a young woman’s car breaks down in a deserted place.
Helpless, she seeks help from an oncoming Lamborghini, driven by a handsome young man, who gives her a lift and drops her off to her destination, leaving the broken car where it was.
Damsel in distress. Man saves woman. Fairy tale. Predictable. Alright.
But if we observe visuals carefully, the broken car shown is a Maruti. Such depiction inadvertently builds the perception of a brand like Maruti.
1) That it may break down in the middle of the road, stranding you helplessly at remote places.
2) You don’t get road assistance if your Maruti breaks down.
3) Maruti is a soft car, which girls can drive. Lamborghini is a macho car, driven by savior hunks.
This unintended communication reflects the positioning of the brand in consumers’ minds. That positioning is reinforced hurting brand Maruti very subtly but surely and positioning brand Lamborghini as the hero.
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