In India, consumerism is fuelled by one thing - trust. For all the successful business giants, be it in the entertainment industry, auto, FMCG, or any other sector, faith in a brand with a strong image is what propels it to great heights. This trust ensures longevity and cements a lasting relationship between the consumer and the brand.

When it comes to cars, Maruti Suzuki has been a brand that enjoys 'trust' in most Indian homes. This brand has been there for a while, with Maruti Suzuki True Value recently completing 20 years in the business of pre-owned cars. Over these years, True Value has sold more than 4.4 million used cars, the highest by any company in the pre-owned car industry. Maruti Suzuki set up a network of independent True Value outlets across the country to ensure quality, reliability, and a hassle-free pre-owned car buying and selling experience.

Very few shows have made the mark and created a lasting impact on television, forcing broadcasters to bring them back time and again. While we have seen many Western shows commanding the same perennial devotion across generations, some in India have become household names. One such show is Taarak Mehta Ka Ooltah Chashmah on Sony SAB, which started airing in 2008 and has been going strong since then.

So, it made sense that two great brands came together to celebrate such a milestone. To celebrate 20 years in the pre-owned car industry, Maruti Suzuki True Value collaborated with India's most-loved television show, Taarak Mehta Ka Ooltah Chashmah, through an innovative branded narrative by the SPNI Brand Solutions team featuring its popular characters in a delightfully entertaining way.

In the narrative, one of the key characters from the show, Bhide, reaches out to his most trusted friend, Sodhi, a car expert, to suggest the best pre-owned car options for his nephew. They visit and book the car from the Maruti Suzuki True Value Showroom. A very speculative and entertaining build-up is created amongst the audience to lead to the intended purpose. The eventual delivery of the vehicle at the iconic Gokuldham Society is celebrated with much fanfare and excitement, and the recipients of the car are congratulated by the society members, putting a smile across everyone's face.

This partnership works on so many levels, mainly because of the popularity of the show, and Maruti, as a brand that asserts trust in the hearts of many Indians. Taarak Mehta Ka Ooltah Chashmah is the longest daily sitcom on Indian television. Since its inception, Maruti has been deeply ingrained into the Indian psyche, with families inadvertently choosing to trust the name when it comes to pre-owned cars.

The show on Sony SAB resonates perfectly with the target group of the Maruti Suzuki True Value brand. It is a light-hearted assimilation of various characters living together in a society, often referred to as 'Mini India'. With over 550 outlets spread across 270 cities, Maruti Suzuki True Value caters to the diverse and burgeoning needs of pre-owned car buyers across the country. For more than ten years, True Value has provided services to millions of Indians in the same way that Taarak Mehta ka Ooltah Chashmah has brought joy to people watching the show daily. This partnership has been thriving since the brand, and its product seemed to match the world of the show quite well. With this collaboration, the SPNI Brand Solutions team wanted to further the essence of both brands to bring different communities closer through love, laughter, banter, and long rides.

Disclaimer: Views, thoughts, and opinions expressed in the blog are solely that of the author, and not necessarily of Sony Pictures Networks India and/or its subsidiaries and affiliates.