Baleno extends brand proposition in latest campaign

10 Oct,2016

By A Correspondent


Maruti Suzuki’s hatchback Baleno is now making a new statement that’s bolder and in-your-face with its new campaign that has been conceptualised by Hakuhodo Percept.


Captured in a series of three TVCs, the Baleno is portrayed in a very edgy manner and the common thread that runs through them is an underlying tone that’s unmistakably daring.


Commenting on the campaign, Vinay Pant, AVP Marketing, Maruti Suzuki, said, “In less than a year of its launch, the Baleno has sold over one lakh cars, thereby making a strong statement. The premium hatchback was launched as a car that’s Made of Mettle, which was attributed to its powerful and aggressive appearance. Its bold and defiant persona found instant appeal amongst individuals with a similar outlook. The latest campaign’s objective is to reinforce the Baleno’s image, and this has been achieved by revealing different facets of the car’s attitude.”


According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “Having already established the Baleno’s Made of Mettle image, the next step was to define what its attitude is all about, and therefore the new campaign. The edgy tonality associated with the Baleno has been maintained, but this time we’ve upped the bold quotient of the car by several notches. Ensuring the car’s persona comes out loud and clear”


The television campaign went on air on October 5 and is also supported through the digital platform, as well as outdoor media at prominent locations


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