During a conversation, the marketing head of a leading lubricant brand has said the future of marketing will be personalisation. And proving that statement right is Maruti Suzuki and its brand Ignis. Since its inception, Ignis has undertaken some path-breaking marketing initiatives. From unveiling the car at an EDM (electronic dance music) concert to a simulated virtual test drive, the brand has chosen some unconventional methods to promote the car and its uniqueness.
In a world where everything is turning towards personalisation, it is only fair that your car too is unique to you. This new campaign, conceptualised by Hakuhodo Percept, talks about the various personalisation options, which allows buyers to complement their unique taste and preferences. With first-of-a-kind roof design wraps, multiple colour options for ORVMs, fog lamps, spoilers, grills, spoilers, dashboard styling and much more, consumers get an option to build their own personalised Ignis.
Commenting on the campaign, Sanjiv Handa, VP Marketing, Maruti Suzuki, said, “Ignis has established its philosophy very well in the market. So, for the current campaign our brief was simple: let's showcase to consumers how the product stands up and goes beyond its promise of offering each one a unique Ignis and making it completely ‘None of a Kind’. And we strongly believe that this campaign will offer all customers a unique reason to bring home the Ignis in their own style.”
According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “The Ignis is the most distinctive car in the Nexa bouquet, and each one that customers buy can be personalised to their individual taste. This is something that we have tried to bring alive through the film and the new campaign. Working on brand Ignis gives us a chance to do something unusual across multiple mediums.”
Client: Maruti Suzuki
Agency: Hakuhodo Percept
National Creative Director: Sabuj Sen Gupta
National Planning Head: Jayanto Banerjee
ACD Copy: Arjun
Art Group Head: Himanshu
AVP, Servicing: Mayur
Planning: Vivek and Siddharth
Account Manager: Rahul
Production House: Bits at Work
Director: Joylon Watkins