A Decade-Plus of
Driving Demand
Since 2007, Refuge Events has been a trusted on-ground partner for Maruti Suzuki India across Maharashtra — designing and delivering a long-running programme of BTL roadshows, dealer activations, town drives, mall promotions and test-drive campaigns that have brought the country's most loved automotive brand directly to its customers.
Across more than a decade, the work has spanned new-model launches, festive demand pushes, NEXA and Arena channel activations, and territory-specific drives across Maharashtra's metros, tier-2 cities and Vidarbha hinterland. Every campaign has been built on the same foundation — disciplined dealer coordination, brand-pure execution, and a sales-floor mindset that treats every activation as a measurable demand-generation engine.
What We Were
Up Against
Geographic Spread
Delivering simultaneous activations across Maharashtra's metros, tier-2 cities and rural belts — every location with its own logistics, language, regulations and audience nuances.
Dealer Coordination
Working hand-in-hand with dozens of Maruti Suzuki dealer principals — aligning marketing calendars, stock availability, manpower deployment and on-ground messaging across every touchpoint.
Brand Standards
Honouring Maruti Suzuki's exacting national brand guidelines while staying responsive to local market realities — never compromising on either.
Measurable Outcomes
Designing every activation as a lead-generation engine — with measurable test-drive bookings, enquiry capture and post-event nurturing flowing back to the right dealership.
How Refuge Events
Made It Happen
We approached the programme as a long-term partnership rather than a series of one-off events. Working alongside Maruti Suzuki's regional marketing team and dealer principals, we built dedicated regional capability, standardised execution playbooks and a measurement framework that has scaled with every new campaign.
Annual Campaign Planning
Worked with Maruti Suzuki's regional marketing team to map annual calendars — model launches, festive drives, NEXA & Arena activations and territory-specific opportunities across Maharashtra.
Dealer Onboarding
Coordinated with dealer principals across the state — aligning manpower, stock, financial counters and marketing collateral so every roadshow plugged seamlessly into a working sales floor.
Build & Branding
Designed and produced modular, brand-pure roadshow units — display vehicles, branded canopies, digital test-drive booking kiosks and engagement zones — replicable across cities with city-specific tweaks.
Activation Execution
Deployed trained on-ground teams across malls, high-streets, college campuses, residential clusters and town centres — every interaction designed to convert footfall into a test drive and then into a booking.
Measurement & Reporting
Captured leads, test-drive bookings and footfall in real time and routed them to the right dealership — closing the loop with post-event reporting against agreed KPIs.
Captured Moments
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Results That
Speak for Themselves
The Maruti Suzuki BTL programme has been one of our longest-running partnerships — a quiet workhorse of measurable demand generation across Maharashtra for over a decade and a half.
Refuge Events has been a dependable, disciplined and brand-pure on-ground partner for over a decade. Their understanding of the dealer ecosystem, their attention to brand standards, and their ability to scale across Maharashtra have made them an extension of our regional marketing team.
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