Premiumness overload as S-Cross drives into the Indian market
Hakuhodo Percept's latest TVC for S-Cross, the premium cross-over from Maruti Suzuki, positions it as 'Above the Ordinary'
BestMediaInfo Bureau | Delhi | September 1, 2015
Hakuhodo Percept's latest TVC for S-Cross, the premium cross-over from Maruti Suzuki, positions it as 'Above the Ordinary'. The TVC went on air on August 5, 2015. The S-Cross is the first model to be retailed exclusively through Nexa, the newly-launched automotive experience.
The TVC shows the S-Cross being driven through dusty roads by someone who is seeking the shortest route to reach work. The style and pace seems to imply that there's a young brat in the driving seat, until viewers get a glimpse of the man who is driving towards his workplace – an art museum. As he drives into the museum, he sees people admiring art pieces kept outside and one sees him quickly park the S-Cross, and the doors open up in a jiffy. As he moves towards his office, everyone leaves the art pieces to behold and admire the new creation, the S-Cross – the 'Above the Ordinary', premium cross-over.
Elvis Sequeira, COO, Hakuhodo Percept, elaborated, “We had actually a dual task before us. One was to bring to life the excitement we felt when we saw and then test-drove the S-Cross. And the other was to position it in such a way that it would match the expectations set by the Nexa Experience that we had just launched a few weeks earlier. Since the S-Cross would be the first model off the block, the communication had to convey the same sense of premiumness and exclusivity. I believe, the campaign and TVC do a great job in setting the bar high for car launches in India.”
Sharing his view on the campaign, Sabuj Sengupta, Executive Creative Director, Hakuhodo Percept, said, “S-Cross is the first car to be launched in exclusive Nexa showrooms of Maruti Suzuki, and a distinct imagery is key to its success. This is what we've aimed to achieve through an action-packed film, print innovations and other non-traditional elements. An amalgamation of luxury and defiant attitude is what we wanted to establish in the minds of our consumers. Overall, we've just tried to do justice to a car which is truly 'Above the Ordinary'.”
The TVC:
Credits:
Client: Maruti Suzuki
Brand/Product: S-Cross
Creative agency: Hakuhodo Percept
COO: Elvis Sequeira
Creative: Sabuj Sengupta, Tripti Kakkar, Niloy Kumar Som
Planning: Jayanto Banerjee
Servicing: Kosuke Kataoka, Vaibhav Kaul, Ankit Srivastava
Director: Nico Beyer
Music score: Ashutosh Pathak
Production House: Studio One
Producer: Mushtaq Nadiadwala