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Tag: Sabuj Sengupta

  • 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.”

     

  • 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