Conceptualised and executed by Hakuhodo Percept, the campaign is designed to convey the uniqueness and different nature of the car
BestMediaInfo Bureau | Mumbai | January 18, 2017
Maruti Suzuki recently expanded the portfolio for Nexa and launched Ignis, a premium urban compact car. Designed for the burgeoning millennial generation, the car is truly unique and unconventional. Every part of Ignis, from the captivating front to distinct proportions, to its cockpit styled interiors, has been designed to be different and this difference is what forms the foundation of the entire communication.
Commenting on the car and the campaign, Vinay Pant, AVP Marketing, Maruti Suzuki, said, “Ignis has been created to stand out with its unconventional design. It comes with never-seen-before features and gives its owners a chance to personalise. Everything about it is unique and this is what we intended to highlight with our communication. The campaign is completely in sync with the car’s philosophy. It successfully differentiates itself from the regular automobile advertising and speaks to our audience in a language they can all relate to.”
The campaign has been conceptualised and executed by Hakuhodo Percept. Speaking about the brief given to them, Sabuj Sengupta, National Creative Director, Hakuhodo Percept, said, “We sit down with client and brainstorm after we have seen the product. When we saw Ignis the first thing we thought was that it was extremely unconventional. So, we mutually agreed that the brief should be ‘unconventional’ and whatever we do should follow that philosophy.”
Staying true to the whole unconventional theme, instead of doing a media launch, a music video was released in December.
“We took one of Axwell’s, an iconic EDM artist, song and shot a music video with that song. That music video was an invite to a concert with Axwell. That was the first step. We had the concert on January 13. It was at the concert that the car was launched and the TVC went live on the same day,” said Sengupta.
A lot of communication that comes out for the automobile segment either focus on some emotional aspect or are very feature specific. What was the thought or the idea behind the ‘None of a kind’ campaign?
“Because we started with the unconventional and unique, we did not want to fall into the trap of showing happy people or saying my car has 150 features. Today, I think the consumer is looking to understand what the brand stands for. Ignis is not a car, it is a statement. So, while the TVC does show the features of the car, it really is celebrating what today’s youth is all about.”
Pre launch: Ignis teaser music video:
Client: Maruti Suzuki
Agency: Hakuhodo Percept
National Creative Director: Sabuj Sengupta
National Planning Head: Jayanto Banerjee
CD: Niloy Som, Tripti Kakkar
VP, Servicing: Amit Bhat
CSD: Mayur Chandra
Sr AE: Rahul
Digital Team: Jasinder Bhatia, Tarun
Production House: Chilli and Chocolate Films