Hakuhodo Percept makes a high-powered statement for Maruti Suzuki’s Baleno RS
Maruti Suzuki has recently launched the Baleno RS -a more powerful and sportier variant to the Baleno Premium Hatchback. To herald its arrival, Hakuhodo Percept rolls out a spirited and high-powered, 360-degree marketing campaign.
`The Baleno RS is powered by Maruti Suzuki’s latest technological innovation – the 1.0 Litre BoosterJet Engine and is targetted at speed enthusiasts who are looking for that additional zip when they hit the roads. It is the first in a line of high-performances cars, to be sold through Maruti Suzuki’s NEXA showroom.
The new and faster Baleno RS tag line- Made of Speed, which is in keeping with the continuity of the Made of Mettle campaign for the Baleno that was launched last year.
The Maruti Suzuki team is all charged up about this power packed car and is leaving no stone unturned in its promotion. As part of the campaign, Hakuhodo Percept has created an action-packed television commercial, which showcases the magnificence of the Baleno RS. Shot on the pristine, dry 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 spectacular action sequences of the car have been slickly 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.
An extensive media plan has been made for the campaign. Apart from television, it will be visible in Print, Digital and OOH. The television campaign went on air on March 03, 2017.
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 litre Boosterjet Direct Injection Turbo engine delivers outstanding power, which is 20% more, than a conventional engine. At the same time, torque is over a wide range of RPM and 30% 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.
Agency: Hakuhodo Percept
Client: Maruti Suzuki
Brand: Baleno RS
NCD: Sabuj Sen Gupta
National Planning Head: Jayanto Banerjee
CD: Saurav Dasgupta
ACD: Eranbemo Murry
Art Directors: Swati, Divya
Sr Graphic Designer: Deepak Kumar
VP, Servicing: Amit Bhat
CSD: Amiya Nayak
Account manager: Mamtah
Digital Team: Shantanu, Jasinder Bhatia, Tarun
Production House: Matchbox Films