ou can either say it in figures, as did General Motors India�s Chevrolet Tavera (�seats up to 10 people�), or in words, as does Maruti with �Sab fit karde�. There�s no third way in a category where the product is meant to be many things to many people.

Maruti�s Omni - or the country�s original multi-purpose vehicle, as Maruti Udyog prefers to call it - is back on television after a shut-eye of almost four years. And it does a pretty neat job of driving brand salience with its new �marriage� commercial. The TVC, conceptualised by its creative agency Lowe, shows an Omni parked outside a house, ostensibly the scene for a marriage that day. A middle-aged lady, presumably the bridegroom�s mother, is seen getting increasingly hassled with the last minute arrangements. ... more