Kolkata: Hakuhodo Percept has got the advertising account for a B-segment car that Maruti Suzuki plans to launch in May. The campaign budget is estimated to be around Rs 100 crore, said a top executive.
Hakuhodo Percept is an equallyowned joint venture between Hakuhodo Inc of Japan and Indian media conglomerate Percept. The agency declined to reveal the name of the car model or the ad budget. In India, B-segment cars are also known as hatchbacks. Maruti’s current portfolio in this segment ranges from the Alto to the Swift. The automaker is expected to launch four cars this year — an Ertiga Facelift, the S Cross as well as the YRA Hatchback and a multipurpose version of the Wagon R.
Maruti Suzki hired Hakuhodo Percept after a multi-agency pitch that was initiated in November 2014. The other agencies in the fray were Lowe, Capital and Dentsu. “The brief is to position the car on its styling and performance. And the mandate is to launch this new brand backed by a huge above-the-line and digital campaign,” said Elvis Sequeira, chief operating officer of Hakuhodo Percept. Above-the-line communications use broadcast and other media that target mass audiences.
Hakuhudo has been associated with Maruti’s Japanese parent Suzuki Motor, said Manohar Bhat, vice-president of marketing at the Indian automaker. “…we do believe that our brand will benefit from that experience.” Hakuhodo Percept worked with four Maruti Suzuki brands between 2002 and 2010 — the Maruti 800, Wagon R, A Star and Grand Vitara — but eventually lost all.
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