Hakuhodo Percept creates a 'None of a Kind' campaign for Maruti Suzuki's Ignis

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.

The design of Ignis has been inspired by the lifestyle and attitude of the Millennials. The task was to reach out to this smartphone generation, comprehend their world and make Ignis a part of it by employing a digital approach to the campaign. Almost every touch point in the online realm was explored, engaged with and deployed to introduce Ignis in a new and exciting style. Rest of the communication like TVC, Print and Outdoor followed in the footsteps of digital, to create a unique and None of a Kind campaign.

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.

To begin with, a music video, a first of its kind teaser was launched online inviting the target audience to the Ignis concert. The song chosen for the video was a chartbuster by the iconic EDM artist Axwell, who was also the leading performer on the concert night. This resulted in a huge amount of buzz and registrations and the invites sought after were way beyond expectation. January 13, 2017 saw the unveiling of the IGNIS at  Ignis Electronation -- a None of a Kind launch with the millennials grooving to the beats of true EDM legends. This was the first time ever in India, that a car was launched amidst a massive crowd of over 5000 people.

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”

Be it the TVC or a brochure, the mall displays or concert activation, the digital engagement or web video, every tiny or large piece of the Ignis campaign is driven by one simple rule – never been done before. They are all unique things, which have come together to make this launch None of a Kind, just like the car. Even the media has been used innovatively at every step, the first being unique innovations carried on VH1 and numerous Internet channels for the launch.

Credits:

Client: Maruti Suzuki

Brand/Product: Baleno

Agency: Hakuhodo Percept

National Creative Director: Sabuj Sen Gupta

National Planning Head: Jayanto Banerjee

CD: Niloy Som

CD: Tripti Kakkar

VP, Servicing: Amit Bhat

CSD: Mayur Chandra

Sr.AE: Rahul

Digital Team: Jasinder Bhatia, Tarun

Events: Supriya

Production House: Chilli & Chocolate Films

Director: Daniel

To view the videos please click on links below:

Pre launch: IGNIS Teaser Music Video:https://www.youtube.com/watch?v=jNOsfrERbC4

Launch Concert:https://www.youtube.com/watch?v=0sr1_7o1VqI