Maruti assigns creative duties for Nexa to Hakuhodo Percept; Initiative to handle media
Nexa is a premium retail channel being launched by Maruti Suzuki that will have an exclusive network of new age automotive showrooms across India
Riyanka Roy | Delhi | July 23, 2015
Maruti Suzuki has handed over the creative mandate for its upcoming premium Nexa showrooms to Hakuhodo Percept and Canadian agency Grips Ltd, while the media mandate will be handled by Initiative Group.
Nexa aims to go beyond selling cars and creating a new format of retail experience for the customers. These premium showrooms will be fully digitally improvised to provide the best services to customers. Nearly 100 Nexa showrooms are slated to be set up across India over the next 6-8 months. S-Cross, India's first premium crossover that debuts in August 2015, will be the first car to be sold under Nexa. Several new models will be added as part of the company's medium term goal of 2 million annual sales by 2020.
Vinay Pant, General Manager - Marketing, Maruti Suzuki India, told BestMediaInfo.com that the Nexa campaigns will soon be rolled out mainly on the English channels, both news and entertainment, as well as in print media. “The advertisements would communicate to our customers that 'Experiencing is believing',” he added.
Meanwhile, a short teaser campaign has broken across channels this week which presents Nexa as 'a new digital experience'.
Speaking at the launch event for Nexa in Delhi today, Kinechi Ayukawa, CEO, Maruti Suzuki, said, “Nexa will be a new destination and a new experience for the customers.”
RS Kalsi, Executive Director – Marketing, Maruti Suzuki India, added here that the company banked on innovation to keep up with the evolving preferences of the customers. “Nexa will change the definition of automotive experience in India,” he affirmed.
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