Hakuhodo India has invented an innovative digital campaign ‘Sound of Nexa Blue’ for Nexa, Maruti Suzuki’s retail channel of new-age automotive showrooms across India.
#NexaBlue the signature shade is exclusively created for cars sold at Nexa. The new digital campaign is targeted at the Nexa customer aged between 18-45 years, who follows online information and trends from around the world and is well versed with social media platforms. The #NexaBlue campaign brings to life a car colour through Synesthesia, an innate ability to translate sound to colours and vice versa, in a digital format across Facebook, Twitter, Instagram and YouTube.
The objective of this campaign was to highlight both innovation and invention through this signature shade in a way never-before-seen. Here, colour has been used to create something novel, something unprecedented. Yes, music was created out of colour. The Sound of Nexa Blue was the work of three western classical musicians with Synesthesia who came together and travelled to India to help create this signature tune. These musicians Samara and Litsa from the United Kingdom and Eduardo from Canada were presented with the colour #NexaBlue and were asked to give notes that they 'heard' after seeing the colour. Then the Hakuhodo India team worked with a composer who helped create a symphony using only the particular notes. In a never-before-done collaboration, Nexa, musicians and a special colour came together to create the Sound of Nexa Blue.
Sabuj Sengupta, National Creative Director, Hakuhodo India, said, “Nexa Blue is a unique colour created for the Nexa range of cars. It goes well with the Nexa brand promise of offering innovative value and enhanced satisfaction to its customers across the country. By taking colour and elevating it to another level, this campaign has once again showcased Nexa’s ability to create something original, something inventive for its premium and exclusive customers in their car owning experience.”
The idea for #NexaBlue came from the age-old premise of the colour blue having been the inspiration for innovation be it art, science or culture. For instance, take the gemstone lapis lazuli, that lead to innovation of transporting it centuries ago to Egypt from present day Afghanistan; or how denim, the innovative fabric, revolutionised the textile industry; architectural/photographic blueprints, or the blue rose, all discoveries in blue #BlueisInnovative!
To know more about the campaign click on the links below:
Agency: Hakuhodo India
National Creative Director: Sabuj Sen Gupta
National Planning Director: Jayanto Banerjee
Associate Creative Director: Arjun Suri
Creative Supervisor: Himanshu Sharma
Sr. Copywriter: Akshay Choudhary
Art Supervisor: Piyush Gupta
Sr. Graphic Designer: Deepak Kumar
Account Director: Saurabh Tomar / Karan Arora
Associate Vice-President: Mayur Chandra
Art Designer: Gurpreet Kaur / Yugal Kharbanda /Pradip Singh
Eduardo Sola: Violin
Violin, English Session Orchestra: Litsa
Cello, English Session Orchestra: Samara
Production House: 101India
Director: Avijit Pathak
DOP (music video + case study): Joginder Panda
Music: Indraneel Hariharan
DOP (BTS): Yash Bandi
Art: Rajni Gadhvi, Swarup Das
Producer: Albun Lobo