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Maruti Suzuki leverages power of print for new launches

Launches new Baleno with a print innovation using a shiny UV coated glazed jacket on Hindustan Times on October 28

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Maruti Suzuki leverages power of print for new launches

Maruti Suzuki leverages power of print for new launches

Launches new Baleno with a print innovation using a shiny UV coated glazed jacket on Hindustan Times on October 28

BestMediaInfo Bureau | Delhi | November 5, 2015

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Maruti Suzuki's recent campaigns towards a more premium positioning with the launch of its Nexa dealerships for the S-Cross and now Baleno have all been highly effective.

While Maruti Suzuki launched high visibility, multi-media campaigns for all of these, what is interesting to note is that all the campaigns began with an impactful print innovation.

One of the most buzzing campaigns of the year, the Nexa launch, introduced an upscale distribution channel for the higher end product offerings of Maruti.

After launching this premium distribution channel, Nexa has been actively rolling out cars to target the mid-to-high end segment. It began with the launch of the S-Cross, for which Hindustan Times created an exclusive innovation for Maruti Suzuki with the day's newspaper wrapped in a four-page glossy paper, with the masthead of HT printed horizontally. When the four-pager was opened, it gave double the space of a usual newspaper page to showcase the full benefits of a premium crossover. The high quality of the paper used communicated the premium imagery of the S-Cross.

Continuing the journey of strengthening its upwardly mobile imagery, Maruti Suzuki recently launched the new hatchback Baleno, for which the campaign opened with a shiny UV coated glazed jacket on Hindustan Times on October 28.

The brief to HT was to come up with a clutter-breaking idea to build premium imagery around the new car. A cross-functional team across Sales, Circulation, Production and Design came together with Maruti's media agency, Initiative, and creative agency Hakuhodo Percept to conceptualize the innovation to launch the new Baleno. Special super finished paper was used with a gloss spot UV to highlight the premium image of the car image. An abrasive UV in black colour as background was used as an innovation that has not been done before in print.

Elvis Sequeira Elvis Sequeira

Commenting on the innovations, Elvis Sequeira, Chief Operating Officer, Hakuhodo Percept, said, "The HT team's efforts to bring our creative vision to life is a perfect example of how great collaboration always delivers fantastic results. Working with the HT team on Nexa, the S-Cross and Baleno launches were a hark back to the good old days when agencies worked closely with media and other partners to come up with new innovations and surprises for our brands' audiences – something you don't see enough of now. Our teams spent nights working together, pushing for the perfect execution, finding ways to surpass the client's and our expectations. The HT team has always risen to the challenge. The impact has been terrific, and has contributed in no small measure to the exciting premium imagery we are building for the brands we handle for Maruti Suzuki."

R Venkatasubramanian, Senior VP, Initative, said, "Such unique innovations in print prove that campaign planning is not just about the medium but how we leverage it. And the buzz created by this latest innovation goes to show that the power of print is still alive and kicking. Newspapers just need to think of out of the box ideas and innovate to stay relevant."

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Info@Bestmediainfo.com

Info@BestMediaInfo.com

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