Hakuhodo Percept is no longer part of the Maruti Suzuki roster. Till now, the agency handled four brands - Wagon R, A Star, Grand Vitara and Maruti 800. These brands will now be handled by the other three agencies in the roster - Dentsu India, Lowe Lintas and Capital Advertising.
The automobile company has about 13 brands under its umbrella, which were till now looked after by four agencies. However, in an effort to consolidate its functioning, it planned to do away with the fourth agency.
As Srivastava says, "After much internal discussion, we found that four agencies were too many to handle and felt that three agencies would be enough. Thus, we concluded that one of the agencies had to go and it was Hakuhodo Percept."
Following the review, WagonR will be looked after by Dentsu; A Star and Grand Vitara will be looked after by Capital Advertising; and Maruti 800 will be handled by Lowe Lintas, in addition to the brands from the Maruti Suzuki stable already in their kitties.
According to Srivastava, the size of the business is highly variable, depending upon the model of the car and its business. Also, it changes from year to year and quarter to quarter. However, it is estimated to be in the range of Rs 10-30 crore each, says Srivastava. This makes the total size of the business that moved out of Hakuhudo Percept to be in the range of Rs 40-120 crore.
For the record, Hakuhodo Percept recently launched the new WagonR campaign, titled the Blue-eyed boy.