Hakuhodo Percept has been assigned the creative duties for Maruti Suzuki India’s new car, A-Star. The car is expected to be launched in the last quarter of 2008. The account size has been pegged at Rs 35-40 crore.
As part of aggressively promoting this car, Maruti Suzuki India had called for an extensive seven-way pitch that saw agencies like Grey, Lowe, Capital, Dentsu, Euro RSCG, Publicis and Hakuhodo Percept vying for the account.
Initially showcased at the Auto Expo 2008, the A-Star is the first global car that has been designed by Indian designers for Suzuki Motor Corporation.
Commenting on the win, Amitabha Lahiri, Senior Vice President, Hakuhodo Percept, said, “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 and relevant to make us stand apart from the competition. Launching this brand in the global arena is an equally great opportunity and a big challenge. We are looking forward to it.”
Commenting on the creative strategy, Manish Masih, Senior Creative Director, Hakuhodo Percept, 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.”
The first year’s ad spends would be commensurate with requirements of the automotive segment. Maruti Suzuki India plans to use an extensive mix of ATL (television, press, outdoor and radio) and BTL (events, direct marketing and web activities) to promote the new car.
A-Star is a five-door hatchback that would fit into the A - segment (currently, Alto is the market leader in this segment). A-Star is expected to be priced around the Rs 3 lakh range.