Hakuhodo India invents Sound of NEXA Blue in a digital campaign for NEXA
Hakuhodo India has invented Sound of NEXA Blue an innovative digital campaign for NEXA, Maruti Suzukiâs modern retail channel of new-age automotive showrooms across India for #NEXABlue the signature shade, exclusively created for cars sold at NEXA.
The new digital campaign is targeted at the NEXA customer aged between 18-45, who follows online information and trends from around the world and is well versed with social media platforms. The #NEXABlue campaign brings to life a car colour through Synesthesia â an innate ability to translate sound to colours and vice versa, in a first-ever digital format across Facebook, Twitter, Instagram and YouTube.
The objective of this campaign was to highlight both innovation and invention through this signature shade in a way never-before-seen. Here, colour has been used to create something novel, something unprecedented. Yes, music was created out of colour. The Sound of NEXA Blue was the work of three western classical musicians with Synesthesia who came together and travelled to India to help create this signature tune. These uniquely gifted musicians Samara and Litsa from the United Kingdom and Eduardo from Canada were presented with the colour #NEXABlue and were asked to give notes that they 'heard' after seeing the colour. Then, the Hakuhodo India team worked with a composer who helped create a symphony using only the particular notes. In a never-before-done collaboration, NEXA, musicians and a special colour came together to create the Sound of NEXA Blue.
Speaking on the campaign, Sabuj Sengupta, National Creative Director, Hakuhodo India, said, âNEXA Blue is a unique colour created for the NEXA range of cars. It goes well with the NEXA brand promise of offering innovative value and enhanced satisfaction to its customers across the country. By taking colour and elevating it to another level, this campaign has once again showcased NEXAâs ability to create something original, something inventive for its premium and exclusive customers in their car owning experience.â
The idea for #NEXABlue came from the age-old premise of the colour blue having been the inspiration for innovation be it art, science or culture. For instance, take the gemstone lapis lazuli, that lead to innovation of transporting it centuries ago to Egypt from present day Afghanistan; or how denim, the innovative fabric revolutionised the textile industry; architectural/photographic blueprints, or the blue rose, all discoveries in blue #BlueisInnovative!
The colour blue- coupled with the NEXA philosophy to constantly evolve and revitalise is what led to the colour of innovation, colour by music the Sound of NEXA Blue for #NEXABlue the signature shade-exclusively created for NEXA!
Chief Content Officer, Eros Group, on Eros Now's first original comedy series, reception to its short form content and code to crack original content strategy
The new Head of Office for FCB Ulka Bengaluru on her vision for the agency, her role in shaping brands over 16 years, and why it is important to have fun in advertising
Strategy Head, Zirca Digital Solutions listed out key aspects of a good content marketing strategy and performance indicators for successful campaign
Richard Ingleton, Group CEO, Kantar Insights, says it is not right to associate market research with just survey
Your weekly news roundup, a summary of some of the stories to keep an eye on
He joined the company in 2016 as Head of India and South Asia at Discovery Network
From Head & Shoulders, Colgate and Vivel Soaps to Prega News and Airtel, Kareena has been the face of several brands