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Hakuhodo Percept bags Maruti’s A-Star
India will see the global launch of the A-Star. Produced here initially, the car will be exported later to markets in Europe and Asia
Last month, afaqs! carried a story about Maruti calling for a creative pitch for its new concept car, the A-Star. Hakuhodo Percept, one of Maruti’s roster agencies, has won the creative duties for the new concept car.
The pitch, which involved creative and strategy presentations, saw the participation of Maruti’s other roster agencies, Lowe and Capital Advertising, and even external agencies such as Publicis India, Grey, Euro RSCG and Dentsu.
A mix of above-the-line advertising, utilising television, press, outdoor and radio, and below-the-line activities such as events, direct marketing and web activities, will be put in place for the brand.
In an official statement to the media, Amitabha Lahiri, senior vice-president, Hakuhodo Percept, says, “The A-Star pitch tested the strategic and creative capabilities of our team. Our attempt was to come up with longterm ideas that were different and relevant to make us stand apart from the competition. Launching this brand in the global arena is equally a great opportunity and a big challenge. We are looking forward to it.”