Maruti Suzuki India Limited has appointed Hakuhodo Percept as the creative agency for its all-new car, the Maruti-Suzuki A-Star, the most expected launch for the year 2008. Apart from promoting this car belligerently Maruti Suzuki India Limited had called for a wide-ranging 7 way pitch that saw the likes of Hakuhodo Percept, Grey, Lowe, Capital, Dentsu, Euro RSCG and Publicis vying for this desirable account.
The A-Star car was showcased at the Auto Expo 2008 and was the first global car that was designed by the Indian designers for Maruti Suzuki Corporation.
According to figures released by the Society of Indian Automobile Manufacturers (SIAM), “99,738 cars were sold in June 2008 against 94,002 in the same month last year.”
According to Amitabha Lahiri, Sr. Vice President Hakuhodo Percept," The A-Star pitch tested the strategic and creative capabilities of our team. Our attempt was to come up with long term ideas that are differentiated & relevant to make us stand apart from the competition. Launching this Brand on the Global arena is an equally great opportunity and a big challenge. We are looking forward to it."
Commenting on the creative plan, Manish Masih, Senior Creative Director said "Our creative pitch showcased several communication ideas which were creatively exciting and relevant to the core target group of potential A-Star buyers. To do this, we decided to break the mould of conventional car advertising and experimented with varied expressions to come up with various creative ideas."
However the first year's advertising expense will be proportionate with requirements of the automotive segment. It is also planning to use far-reaching mix of ATL (above the line - television, press, outdoor and radio) and BTL (below the line - events, DM and web activities) to promote the product.