Maruti Suzuki has appointed Hakuhodo Percept as its creative agency for its much awaited launch for the year 2008 – the A-Star. Maruti Suzuki had called for an extensive multi agency pitch that saw agencies such as Hakuhodo Percept, Grey, Lowe, Capital, Dentsu, Euro RSCG and Publicis participate.
The A-Star is the first global car that has been designed by Indian designers for Suzuki Motor Corporation.
Amitabha Lahiri, senior VP, Hakuhodo Percept, said on the win, "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 on the global arena is an equally great opportunity and a big challenge. We are looking forward to it."
The company plans on using an extensive mix of above the line and below the line initiatives as part of the promotion. The company declined to reveal what marketing spends were on the account but said it would be commensurate with automotive industry standards.