run up to the launch of a refurbished Baleno in the next few months, auto major Maruti Udyog has decided to review the advertising duties for the mid-segment car. The company has called its roster agencies, O&M, Lowe, Hakuhodo Percept and Capital Advertising, to present their advertising and communication concepts for the new model.
Industry sources suggest that the spend on this brand will be on par with other Maruti brands, that is, close to Rs 10 crore.
Since its launch in 1999, the Baleno was with Lowe till 2005, when the business was moved to O&M. Since then, only one round of a print campaign has been launched. That was in November 2005 and it highlighted the car's performance. There haven't been any television campaigns in this period.
Lintas Media Group's Initiative is the AoR (agency of record) on the Maruti business, and the roster agencies handle different brands. For instance, Lowe handles four of its brands - the Omni, Alto, Esteem and Versa. Hakuhodo Percept is responsible for the Maruti 800 and Wagon R. Capital handles Swift, and O&M bagged the business for the Zen Estilo recently.
It is learnt through media reports that the refurbished Baleno is to be a radical departure from the existing one in terms of both looks and specifications.
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