Hakuhodo India invents Sound of NEXA Blue in a digital campaign for NEXA
Hakuhodo India has invented Sound of NEXA Blue an innovative digital campaign for NEXA, Maruti Suzuki’s modern retail channel of new-age automotive showrooms across India for #NEXABlue the signature shade, exclusively created for cars sold at NEXA.
The new digital campaign is targeted at the NEXA customer aged between 18-45, 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 color through Synesthesia – an innate ability to translate sound to colors and vice versa, in a first-ever 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, color has been used to create something novel, something unprecedented. Yes, music was created out of color. The Sound of NEXA Blue was the work of three western classical musicians with Synesthesia who came together and traveled to India to help create this signature tune. These uniquely gifted musicians Samara and Litsa from the United Kingdom and Eduardo from Canada were presented with the color #NEXABlue and were asked to give notes that they 'heard' after seeing the color. 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 color came together to create the Sound of NEXA Blue.
Speaking on the campaign, Sabuj Sengupta, National Creative Director, Hakuhodo India, said, “NEXA Blue is a unique color 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 color 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 color 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 revolutionized the textile industry; architectural/photographic blueprints, or the blue rose, all discoveries in blue #BlueisInnovative!
The color blue- coupled with the NEXA philosophy to constantly evolve and revitalize is what led to the color of innovation, color by music the Sound of NEXA Blue for #NEXABlue the signature shade-exclusively created for NEXA
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
Litsa - Violin - English Session Orchestra
Samara - Cello - English Session Orchestra
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