The TVC went on air on July 29, 2017
The IGNIS is India’s first premium urban compact exclusively available at NEXA, Maruti Suzuki’s premium automotive retail channel. The IGNIS, personifies unconventional thinking as well as unique expression of self, and is targeted towards the young millennial who identifies strongly with this philosophy.
Since its launch, the IGNIS has been the flagbearer of offbeat marketing initiatives across diverse platforms that echo the brand’s philosophy. Prime examples being its unveiling at an EDM concert, co-creation campaigns, YouTube Fanfest, a simulated virtual test drive event, thus carving a niche for itself.
IGNIS as a product also stands true to its philosophy of celebrating uniqueness; it comes with varied personalization options, which allows buyers to complement their unique taste and preferences. With first of a kind roof design wraps, multiple color options for ORVMs, Fog lamps, spoilers, grills, spoilers, dashboard styling and much more, consumers get an option to build their own personalized IGNIS.
The objective of the latest brand campaign is to showcase this distinct identity of each IGNIS on the road. Taking forward the thought that each IGNIS is as different as one’s own unique personality. At its core, the campaign reinforces the bigger brand promise of ‘being different’
Commenting on the campaign, Sanjiv Handa, VP Marketing, Maruti Suzuki, said, “IGNIS has established its philosophy very well in the market. So, for the current campaign our brief was simple: lets showcase to consumers how the product stands up and goes beyond its promise of offering each one a unique IGNIS and making it completely ‘None of a Kind’. And we strongly believe that this campaign will offer all customers a unique reason to bring home the IGNIS in their own style.”
According to Sabuj Sengupta, National Creative Director, Hakuhodo Percept, “The IGNIS is the most distinctive car in the NEXA bouquet, and each one that customers buy can be personalized to their individual taste. This is something that we have tried to bring alive through the film and the new campaign.
Working on brand IGNIS gives us a chance to do something unusual across multiple mediums.”
Client: Maruti Suzuki
Agency: Hakuhodo Percept
National Creative Director: Sabuj Sen Gupta
National Planning Head: Jayanto Banerjee
ACD Copy: Arjun
Art Group Head: Himanshu
AVP, Servicing: Mayur
Planning: Vivek & Siddharth
Account Manager: Rahul
Production House: Bits at Work
Director: Joylon Watkins