A joint venture between Indian media conglomerate Percept and Hakuhodo Inc Japan, known as Hakuhodo Percept has won the advertising account of an upcoming Maruti Suzuki car. Wondering why we are talking about this? As per a report in Economic Times this is for a B segment car that Maruti Suzuki plans to launch in May!
Considering that the budget mentioned here is a massive 100 crore, it has to be a big launch or probably launch of a new brand which Maruti intends to penetrate widely. Maruti has two hatchbacks – Celerio diesel and the new YRA (premium hatchback over Swift) planned for this year. So, the question is – which one among this is bagging for such a huge marketing ploy?
We get almost a concrete hint by the following statement from Elvis Sequeira, COO of Hakuhodo Percept.
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.
Celerio is NOT a new brand and hence it appears to be YRA for which the company intends to aggressively pitch-in, in the market. Suzuki showcased and unveiled the YRA (under iK-2 Concept) at the recently held Geneva Motor Show.
Hakuhodo Percept has been with Maruti Suzuki for four other campaigns so far between 2002 and 2010 which included the Maruti 800, Wagon R, A Star and Grand Vitara. As per the company management of the advertising firm, the campaign is to launch the new brand using above the line advertising backed by a digital campaign.
The YRA will finally give Maruti an ideal challenger to the Hyundai Elite i20, Volkswagen Polo and the upcoming Honda Jazz, but the question is – Is it really coming by May 2015?