BALENO gets bolder with its 'Attitude' Campaign

Maruti Suzuki’s Premium Hatchback, the Baleno has been going full throttle making headlines since the day of its launch. And there’s no sign of it stopping any time soon. If fact, it is making a whole new statement that’s bolder and in your face with its new campaign that has been conceptualized by Hakuhodo Percept.The Baleno was launched last year with the tag line, Made of Mettle.  This persona of the car comes from its unique ‘liquid flow’ design, which gives the car an aggressive and powerful appearance. Targeted at consumers with a global outlook towards life, the Baleno’s persona reflects their gritty and strong willed traits.

In the latest campaign, the car’s defiant and intimidating attitude is further unveiled. Captured in a series of three TVCs, the Baleno is portrayed in a very edgy manner, making its message clear in its typical manner, which is, spirited with no holds barred. Each TVC is unique in its own way but 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 05, 2016 and is also supported through the digital platform, as well as outdoor media at prominent locations

CREDITS

Client: Maruti Suzuki

Brand/Product: Baleno

Agency: Hakuhodo Percept

NCD: Sabuj Sen Gupta

National Planning Director: Jayanto Banerjee

CD Art: Saurav Dasgupta

ACD Copy: Eranbemo Murry

VP Client Servicing: Amit Bhattt

Client Servicing: Amiya, Mamtah

Production House: Chilli and Chocolate Films

Director: Heinrich Flug

https://youtu.be/9Fqza2xxIwU