Maruti Suzuki Nexa – where it's all about the experience
Hakuhodo Percept has rolled out the next phase of the campaign for Nexa, comprising three ad films which signal a paradigm shift in retail experience for auto buyers
Maruti Suzuki Nexa – where it's all about the experience
Hakuhodo Percept has rolled out the next phase of the campaign for Nexa, comprising three ad films which signal a paradigm shift in retail experience for auto buyers
BestMediaInfo Bureau | Mumbai | August 24, 2015
Click on the image to watch the TVC.
Maruti Suzuki has rolled out the second phase of its campaign for its premium showroom, Nexa. Nexa is the first-of-its-kind breakthrough modern retail channel with an exclusive network of new age automotive showrooms across India. Nearly 100 showrooms will be launched in the next six to eight months to meet the rising aspirations of emerging Indians.
Conceptualised by Hakuhodo Percept, the latest TVCs for Nexa bring to life a completely novel lifestyle retail experience for Maruti Suzuki customers, especially those who value pampering, innovation and a personal touch when buying a car.
In keeping with the brand philosophy, the objective behind the Nexa communication is to build an automotive retail brand, independent of the vehicles that would be displayed and sold. Appealing to evolved and discerning customers with high service expectations, Nexa aims to offer a memorable experience that the consumer today associates more with the hospitality industry than with automobiles. The communication was also crafted to depict this experience in an innovative manner to captivate the viewer.
The TVCs work on the premise of intrigue, creating a buzz around Nexa – creating an impression of a café or a plush restaurant and try to capture the Nexa premium experience. The showroom is only revealed in the last shot, thus leaving the viewers pleasantly surprised.
Elvis Sequeira
Speaking on the campaign, Elvis Sequeira, COO, Hakuhodo Percept, said, “Nexa" is a very unique project in our partnership with Maruti Suzuki. Our role as co-creators and custodians of the brand has been a wonderful journey of collaboration, learning and discovery. Very few mainstream agencies in the world, let alone India have the capability to deliver a complete brand idea such as Nexa. We've designed the entire experience for a retail channel, right from branding, the way relationship managers interact with customers, to interiors and even signature lighting The TVCs and the launch campaign we have created subsequently, do a great job of bringing alive these aspects and setting the expectations customers would have from Nexa.”
Jayanto Banerjee
Jayanto Banerjee, National Planning Director, Hakuhodo Percept, added here, “We have tried to create moments of joy, delight and surprise at every step of the consumer journey. With Nexa, our idea is to create a lifestyle retail brand which happens to sell automobiles.”
Sabuj Sengupta
According to Sabuj Sengupta, Executive Creative Director, Hakuhodo Percept, “For the first time India is going to a see a change in automobile retail through Maruti Suzuki's Nexa – a new destination, a new experience. It was critical to capture the Nexa experience and illustrate it in a manner that would fascinate the consumer.”
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