rands through the years have realised the importance of relationship marketing. Maruti Suzuki's 'big car' communication in relation to its Esteem brand showcasing the father-daughter duo - launched in November last year - may be well remembered. With the latest TVC, the company seems to be following the same groove.

A recap: The previous ad for Maruti Esteem shows a discussion between a father and his young daughter about the car her father's driving. She throws a number of questions at him, such as, did he get 'first rank' in office and did he get a 'promoting', all the while he says 'no', and then she asks him, "Then who's big car this is?" He laughs at her obvious confusion and reveals that the car belongs to them. Grabbing the keys from her father as he drops her at school, she proudly announces, "My daddy's biiiig car".... more