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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'

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Premiumness overload as S-Cross drives into the Indian market

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

S-Cross Click on the image to watch the TVC.

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 Elvis Sequeira

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.”

Sabuj Sengupta Sabuj Sengupta

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:

https://img-cdn.thepublive.com/filters:format(webp)/

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

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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