Hakuhodo Percept’s campaign for Baleno reflects its bold and aggressive attitude, with its persona captured in the tagline – ‘Made of Mettle’
BestMediaInfo Bureau | Delhi | October 30, 2015
Hakuhodo Percept’s campaign for Maruti Suzuki’s Baleno reflects the bold and aggressive attitude of the hatchback. Its persona is captured in the tagline ‘Made of Mettle’.
Dynamic, energetic and exceptional, the Baleno is packed with features, many of which are a first in the premium hatchback segment, and targeted at consumers with a modern outlook. These consumers are gritty and strong- willed, attributes which are also part of the Baleno’s persona. This new premium hatchback will be sold exclusively through Nexa, Maruti Suzuki’s newly-launched, premium and sophisticated, automotive retail experience.
What stands out about the car is its design, inspired by an energetic mass of water in motion, dubbed ‘liquid flow’. The sophisticated design, coupled with advanced technology, gives the car an elegant yet powerful persona. Hence the Baleno is positioned as a car with a bold and aggressive attitude. The campaign, created by Hakuhodo Percept is centred on this persona.
The television campaign is also being reinforced through the print and digital media.
Maruti Suzuki hopes the Baleno would take on other hatchbacks such as the i20, Jazz and Polo by positioning itself as being made of mettle. What makes the Baleno stand apart is its masculine and robust appearance unlike that of its sporty and feminine counterparts. It is also loaded with innovative features, a new generation platform, fully- packed safety system and 1.3 diesel variant, 1.2 petrol, with a CVT option, which further backs it as a car that’s not a push over.
Hakuhodo Percept’s TVC clearly showcases this attitude of the Baleno. Shot inside a dimly-lit warehouse, the TVC is unconventional and racy with an energizing feel and presents the Baleno in its fully glory. The film shows the Baleno through various angles, captured through a multitude of driving shots, aptly accentuating its bold and aggressive appearance and ends with the car receiving a water salute in recognition of its unbeatable mettle.
Elvis Sequeira, COO, Hakuhodo Percept, said, “The Baleno is a winner from the word go, a product that's going to change the game in the segment. No wonder then, that it's the first car being made exclusively in India, to be sold all over the world, including Japan. Our campaign was engineered to showcase a world-class product and our challenge was to find an execution that matched up to the car - aggressive, exciting, feature-packed and exclusive.”
Commenting on the campaign, Sabuj Sengupta, ECD, Hakuhodo Percept, said, “The Baleno is a car that shatters conventions in its category through its masculine and aggressive persona. To bring this to the fore, we have shown the Baleno loaded with attitude, ensuring that it proves its mettle.”
Randhir Singh Kalsi, Executive Director - Marketing & Sales, Maruti Suzuki India, added here, “Baleno is based on the new design concept of Liquid Flow. The design theme, suggestive of an energetic mass of liquid in motion, permeates throughout, articulated by curving lines and expressive surfaces. The TVC beautifully highlights the contemporary style and design which is edgy and elegant. It showcases the product in its full glory. We are confident that this TVC will serve as strong foundation in Baleno’s success story.”
Client: Maruti Suzuki
Creative agency: Hakuhodo Percept
COO: Elvis Sequeira
ECD: Sabuj Sengupta
ED: Kosuke Kataoka
National Planning Director: Jayanto Banerjee
CD Art: Saurav Dasgupta
ACD Copy: Eranbemo Murry
Servicing: Pamit, Amit, Mamtah
Production House: Film Farm
Music Director: Ashutosh Pathak
Producer: Anirudh Bagchi