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Tag: Hakuhodo Percept

  • Based out of Delhi, Mathur will be leading the Maruti Suzuki Relationship

    Hakuhodo Percept appoints Sharad Mathur as SVP

    By A Correspondent

     

    Hakuhodo Percept announced the appointment of Sharad Mathur as Senior Vice President, Client Servicing. He moves from FCB Ulka and will be leading the Maruti Suzuki Relationship.

     

    Announcing the appointment, Elvis Sequeira, Chief Operating Officer, Hakuhodo India, said: “At Hakuhodo, we are constantly reshaping ourselves as an organisation to create more value for our clients and Sharad brings the next level of capability and talent that we’re always on the hunt for. He is a solid relationship guy, a sharp brain and someone who can get people around him all fired up and raring to do new things. I have no doubt he will be one of our key pillars, moving forward.”

     

    Speaking on his joining, Mathur said: “Hakuhodo has been doing some exciting work on Maruti Suzuki. When the opportunity came to be part of this association that was started by Hakuhodo launching Nexa, I just couldn’t miss it. At Hakuhodo we are redefining the agency client relationship to be more than just a creative service provider and I am really excited to be a part of this journey that is pioneering the Integrated Marketing approach.”

     

     

  • Made of Speed expresses straight up what the Baleno RS has to offer

    Hakuhodo Percept executes latest campaign for Maruti Suzuki’s Baleno RS

    By A Correspondent

     

    Maruti Suzuki has launched the Baleno RS -a more powerful and sportier variant to the Baleno Premium Hatchback. To herald its arrival, Hakuhodo Percept has rolled out a spirited and high-powered, 360-degree marketing campaign.

     

    As part of the campaign, Hakuhodo Percept has created an action-packed television commercial, which showcases the magnificence of the Baleno RS. Shot attdry lakebed of Sambhar Lake in Rajasthan, the TVC features a Red Baleno RS stirring up storm in full throttle, creating an intense visual spectacle reminiscent of a desert car rally. The action sequences of the car have been choreographed with quick driving shots, interspersed with the car making sharp turns, to highlight both its speed and precise handling. Adding to the impact of this ride of intensity in the TVC is dramatic sound, which works flawlessly in tandem with the visual narrative, leaving the viewer with an exhilarating feeling, similar to the experience of driving the Baleno RS.

     

    Speaking on the campaign, Sabuj Sengupta, NCD, Hakuhodo Percept, said, “Made of Speed expresses straight up what the Baleno RS has to offer. The high action and adrenaline-pumping sequences in the Baleno RS commercial are a perfect introduction to this more powerful and sportier variant. In fact, it complements the BoosterJet Engine campaign which created the build up to the much-anticipated car.”

     

    Also, commenting on the campaign, Vinay Pant of Maruti Suzuki, AVP, Marketing, said, “With the path-breaking 1.0 litre Boosterjet Maruti Suzuki marks its entry in the high performance segment. The 1.0 litreBoosterjet Direct Injection Turbo engine delivers outstanding power, which is 20 per cent more, than a conventional engine. At the same time, torque is over a wide range of RPM and 30 per cent higher than the 1.2 litre traditional petrol engine. Baleno RS is for the performance enthusiasts who are seeking more power; throttle response and excitement in their day-to-day driving.”

     

  • The new BoosterJet Engine delivers exceptional power and torque with lower emissions

    Maruti’s new engine roars in new ad

    By A Correspondent

     

    Hakuhodo Percept has released a new campaign for Maruti Suzuki’s latest technological marvel – The BoosterJet Engine, that will power the Baleno RS, through NEXA, its modern retail channel.

     

    According toSabujSengupta, NCD, Hakuhodo Percept, the objective of the campaign was to “build excitement around the BoosterJet Engine”. “In the typical NEXA fashion, we’ve brought alive the raw power of the engine in the TVC through a visual design, executed in a very stylish and adrenaline-pumping way,” he said.

     

    Commenting on the campaign, Vinay Pant, AVP Marketing, Maruti Suzuki, said: “The BoosterJet Engine in the new Baleno RS is for those who look for extra speed in their everyday drive. The car is the first in a line of high-performance vehicles to be launched through NEXA. The campaign will no doubt generate a lot of interest amongst speed enthusiasts.”

     

  • Designed for the burgeoning millennial generation, this car is truly unique and unconventional

    Hakhuhodo Percept executes inaugural campaign for Maruti’s Ignis

    By A Correspondent

     

    Maruti Suzuki recently launched its premium urban compact – Ignis, and also expanded the portfolio for NEXA, its premium automotive retail channel.

     

    Designed for the burgeoning millennial generation, this 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. This difference is what forms the foundation of the entire communication. At every step of the way, this None of a Kind car has inspired None of a Kind communication.

     

    Pre-campaign research by Hakuhodo Percept revealed that EDM or Electronic Dance and Music is an intrinsic part of the Millennials’ culture, and what better way to connect with them, than to speak in their own language and attract this particular segment through a launch concert.

     

    Commenting on 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.”

     

    Throughout the Ignis campaign, the philosophy of being different is clearly defined. The TVC, shows a mix of varied art installations and unconventional people, laying down the base for Ignis. Its unconventional imagery has an element of surprise and a voice over explains what is different.

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “The moment we saw the Ignis, we knew that it’s no ordinary car. Our objective was clear- we wanted to tell the millennial that it’s a premium urban compact born with the same mindset as theirs. And all our communication is designed to be different.”

     

     

  • The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple

    Technology comes alive in Ciaz Smart Hybrid commercial

    By A Correspondent

     

    Hakuhodo Percept’s new campaign for Maruti Suzuki’s Ciaz Smart Hybrid engine sedan went on air on Wednesday (October 19).

     

    The sedan which rolled out of the Maruti Suzuki stable across India last year, once again has brought in Ranveer Singh to tell customers how the vehicle regenerates braking energy for a smoother and efficient drive.

     

    Talking about the new campaign, Vinay Pant, AVP, Marketing, Maruti Suzuki said, “Ciaz Smart Hybrid has changed the segment completely with its futuristic style and technology. With our new campaign, the aim was to create a communication that defines the benefits of our product effectively. The campaign thus developed meets the objective perfectly.”

     

    The idea was to establish the concept of regenerating energy, which sounds complicated but is actually extremely simple.

     

    In the commercial, we see Ranveer Singh simply enjoying his drive, whilst the car is doing all the work. The technology behind the CIAZ Smart Hybrid regenerated braking energy is explained through a unique graphical visual with electric streaks. Dynamic and interesting, this depiction explains the working of Smart Hybrid technology through a stunning and sophisticated technique.

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept Ltd.  “Our main objective was to highlight the Smart Hybrid technology in an extremely futuristic and simple way. An idea that’s easily understood by the CIAZ Smart Hybrid customer.”

     

  • Targeted at consumers with a global outlook towards life, the Baleno's persona reflects their gritty and strong willed traits

    Baleno extends brand proposition in latest campaign

    By A Correspondent

     

    Maruti Suzuki’s hatchback Baleno is now making a new statement that’s bolder and in-your-face with its new campaign that has been conceptualised by Hakuhodo Percept.

     

    Captured in a series of three TVCs, the Baleno is portrayed in a very edgy manner and the common thread that runs through them is an underlying tone that’s unmistakably daring.

     

    Commenting on the campaign, Vinay Pant, AVP Marketing, Maruti Suzuki, said, “In less than a year of its launch, the Baleno has sold over one lakh cars, thereby making a strong statement. The premium hatchback was launched as a car that’s Made of Mettle, which was attributed to its powerful and aggressive appearance. Its bold and defiant persona found instant appeal amongst individuals with a similar outlook. The latest campaign’s objective is to reinforce the Baleno’s image, and this has been achieved by revealing different facets of the car’s attitude.”

     

    According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “Having already established the Baleno’s Made of Mettle image, the next step was to define what its attitude is all about, and therefore the new campaign. The edgy tonality associated with the Baleno has been maintained, but this time we’ve upped the bold quotient of the car by several notches. Ensuring the car’s persona comes out loud and clear”

     

    The television campaign went on air on October 5 and is also supported through the digital platform, as well as outdoor media at prominent locations

     

  • With a vision to create greater user experience

    British Paints unveils new TVC

    By A Correspondent

     

    British Paints has launched their latest TVC catering to its target audience. The commercial highlights the unique benefits that come packed in every container they sell.

     

    Reflecting the tagline of the brand – “British Paints – Deewaron Se Dil Tak”, the TVC opens with a young woman making a motif on freshly painted green wall giving it final touch and showing beautifully painted walls and eventually the TVC ends with a line – “Kuch Rang Dilo Ko Chhoo Jaate Hain”.

     

    Ranjit Singh, President, British Paints says, “Our current TV campaign brings forward our manifold and unique attributes, which are intended to offer best in class experience to our customers. Amongst these are brands which not only present finest range of colours, but also are user friendly with low odour and stain resistance. We are proud to share our IGBC Green Pro certification which is a testimony to our initiatives and commitment towards being a socially responsible organisation”.

     

    The TVC is created by Film Farm India Pvt.Ltd in coordination with Hakuhodo Percept and is shot in Mumbai. The short film is a musical and visual manifestation that showcases quality finish interiors and delves on British Paints’ promise of superior quality products. The TVC of British Paints has been aired pan India.

     

    According to Albin Jaison, Ad Director, “The objective of the TVC was to create a positive, lively and memorable image of the brand in the market. This is why the execution idea involved various shades of youthful enthusiasm and imagination. The theme was ‘Deewaron Se Dil Tak’ and accordingly, the story was not just about showcasing the wide range of paints and textures but also about the impact that these beautiful hues can have on somebody’s life. The storytelling was quite attention grabbing and so was the high-point which made this idea so colourful and adorable. From the very beginning, we wanted to be realistic yet aspirational for our target group. One will find the overall execution refreshingly different and interesting, which, I’m sure, will also help the brand touch the “Dil” of millions of customers.”

     

  • The incumbent agency was Equus Redcell

    Hakuhodo Percept bags Sleepwell mandate

    By A Correspondent

     

    Hakuhodo Percept has bagged the complete creative mandate for mattress brand Sleepwell, the flagship brand from the Sheela Foam Group.

     

    In a multi-agency pitch that involved strategy, creative and execution plan presentations including Digital, BTL and ATL, Hakuhodo Percept was a clear winner when compared to Enormous Brands, The Mob, Synapse and Thinking Folks. The incumbent agency was Equus Redcell.

     

    Brand Sleepwell is the number one brand among the top 10 mattress brands in India. As per available data, the size of the Indian mattress market is estimated at Rs 5,000 crore, of which the organized market constitutes Rs 2,500 crore is growing at 12-15 per cent per annum.

     

    In keeping with Sleepwell’s philosophy, Hakuhodo Percept will be building further on the differentiator of “Sleepwell My Mattress”, a new concept in the Indian mattress industry that not only enables the customer to choose the right mattress but also differentiates the brand Sleepwell. The task for the agency ahead will be to communicate to the consumer the advantages of a Sleepwell mattress over other products available in the market place and create awareness about the different surface feels to suit individual preferences, be it a hard mattress, a medium hard mattress or a soft mattress, all available at the same price point. Plans are afoot towards a 360-degree communications programme.

     

    Pooja Malhotra

    Confirming the win, Pooja Malhotra, Sr. Vice President, Hakuhodo Percept, said, “We are absolutely delighted and raring to get started on the new mandate. It’s an unexplored category that makes our task both exciting & challenging. Our endeavours will focus on revolutionising the purchase process and steering the brand towards becoming an indomitable player in the category.”

     

    Manoj Sharma, Vice President, Marketing, Sleepwell said, “We found Hakuhodo very much in sync with the vision that we so passionately pursue, for our Brand Sleepwell. Their ability to think out of the ordinary and to present a strong differentiating strategy for the Brand Sleepwell convinced us, on the merits of this new partnership.”

     

  • Hakuhodo Percept's latest television commercial for S-CROSS positions it "Above the Ordinary!"

    Maruti Suzuki takes ‘Above the Ordinary’ route for S-CROSS

    By A Correspondent

     

    S-CROSS by Maruti Suzuki comes with the perfect balance of power, comfort and luxury. Its spirited cross-over looks, premium interiors, rich features combined with massive torque, power, [two diesel engine options: DDiS 200 and DDiS 320] superior ride and handling is the perfect offering for today’s new age customer. The S-CROSS, with its offer of power & performance and the comfort & refinement of a sedan is now the new “premium cross-over” in India. It is the first model to be retailed exclusively through NEXA, the newly launched automotive experience.

     

    The S-CROSS is all about power and luxury, and is targetted at consumers who like taking the rough with the smooth- the one who loves driving on city roads as well as the adventure and thrill of a rough drive with no compromise on luxury. The communication showcases this and also highlights its crossover identity along with establishing the fact that it comes equipped with the best and most powerful engine in its category. This makes the campaign stands true when it says, “Above the Ordinary.”

     

    The TVC is based on the same thought and 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 you 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

    Speaking on the campaign, Elvis Sequeira, COO, Hakuhodo Percept, said, “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 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 premium-ness and exclusivity. I believe, the campaign and TVC do a great job in setting the bar high for car launches in India.”

     

  • Dasgupta, an award-winning creative professional comes with more than 12 years of experience

    Hakuhodo Percept appoints Saurav Dasgupta as Creative Director

    By A Correspondent

     

    Hakuhodo Percept has announced the appointment of Saurav Dasgupta as Creative Director.

     

    Dasgupta, an award-winning creative professional comes with more than 12 years of experience and his repertoire includes aviation, automobiles, insurance, food & beverage, music, technology & telecom, among others.

     

    Elvis Sequeira

    Confirming the appointment, Elvis Sequeira, COO, Hakuhodo Percept said, “Hakuhodo is growing exponentially and over the past few months, there’s been a steady build up of a new kind of energy. We are building and strengthening our next level of leadership under the ECDs. Saurav is a wonderful addition to team Hakuhodo.”

     

     

    Saurav Dasgupta

    Commenting on his joining, Saurav Dasgupta, Creative Director Hakuhodo Percept said, ““It’s a great time to be a part of Hakuhodo Percept which is growing at a rapid pace. I do hope to provide momentum to this growth and give creative inputs to make it one of India’s top agencies.”

     

    Dasgupta, moves from Rediffusion Y&R. Prior to this, in a career spanning over a decade, he has worked with leading agencies like Ogilvy, DDB Mudra, Havas Worldwide and Mccann Worldgroup TAG. Over the years he has handled some leading brands, across verticals including Virgin Atlantic, Unilever Beverages, Vodafone, Maruti Suzuki Zen, Del Monte, Gaana.com, Dish TV, Max New York Life Insurance among others.

     

    Dasgupta is Graduate in Physics from Delhi University, and holds a Masters in Advertising & Communication from Symbiosis Institute of Business Management. His other passions include travelling and macro-photography. He also loves graphic novels and is currently in the process of making one.

     

  • Hakuhodo beat other agencies that were involved in the pitch comprising Lowe, Capital, Dentsu

    Maruti Suzuki back in Hakuhodo Percept stable

    By A Correspondent

     

    Hakuhodo Percept has won the creative and integrated brand duties for the launch of a new car in the B segment from Maruti Suzuki, India’s largest passenger car manufacturer.

     

    Hakuhodo beat other agencies that were involved in the pitch comprising Lowe, Capital, Dentsu.

     

    The name of the new model is undisclosed as of now, however, its launch is slated for mid May 2015 and a fully integrated campaign is being planned to break around the same time. The size of the business is estimated to be around Rs 100 crores.

     

    Confirming the win, Kosuke Kataoka, Executive Director Hakuhodo Percept, said, “Winning this new brand from Maruti Suzuki gives us all immense pride and marks an important step in our journey together, which we re-initiated in early 2014 with the extremely challenging Delhi Auto Expo. We are looking forward to making this launch a huge success.”

     

    Commenting on the decision to award the business to Hakuhodo, Manohar Bhat, Vice-President, Marketing, Maruti Suzuki India said: “We are happy that Hakuhudo has come on board. Hakuhudo is associated with Suzuki Japan on various brands and we do believe that our brand will benefit from that experience.”

     

    Elvis Sequeira

    Elvis Sequeira, COO, Hakuhodo Percept added, “It’s an incredible win. The excitement in the agency is unbelievable. We are so happy to welcome this very popular brand back to our agency.”

     

  • The new TVC allows consumers to feel the magic of colour whilst experiencing the best of cricketing action on the TV set

    Hakuhodo Percept unveils new campaign for Sony Bravia Triluminos TV

    By A Correspondent

     

    Hakuhodo Percept has created a new television commercial for SONY Bravia Triluminos HD LED TV.

     

    The new TVC allows consumers to feel the magic of colour whilst experiencing the best of cricketing action on the TV set. The unique treatment of TVC is in keeping with the brand philosophy “Be Moved” with the tone centering on the USP of the Triluminos Display and is aptly brought to life through an interplay of cricket, colour and emotions by involving children and placing them in a fantasy world filled with vibrant colours.

     

    The TVC is an everyday story about three young children who are ridiculed by the big boys playing cricket in the field. And what transpires when these children discover their own spectacular field of colours- how they feel the magic when they land in the world of colours.

     

    Elvis Sequeira

    Speaking on the campaign Elvis Sequeira, COO, Hakuhodo Percept, said, “With the SONY Bravia Triluminos HD LED TV it was a unique opportunity to take the true-to-life colour experience to a new level. In fact, its innovative technology makes for extremely stunning and colourful visuals.”

     

    Commenting on the new campaign, Ryusuke Fukushima, Head Marketing Communication, Sony India, said, “We wanted to highlight the incredible colours that mark our New Triluminos technology. These colours can enrich the complete cricket viewing experience manifold. At the time of World Cup, this was the center of our communication and the TVC has conveyed it effectively”