Maruti Suzuki's goes bold with its ad campaign for the brand's new BoosterJet Engine conceptualized by Hakuhodo Percept
Hakuhodo Percept has released a new campaign for Maruti Suzuki’s latest technology- The BoosterJet Engine, that will power the soon to be launched sporty Baleno RS, through NEXA, its modern retail channel.
India's largest car manufacturer, Maruti Suzuki, is leaving no stone unturned to promote its latest offering. The new BoosterJet Engine delivers power and torque with lower emissions. A true silent performer, the engine is a compact, lightweight yet powerful machine with an output equivalent to an engine of much higher displacement.
In this campaign, Hakuhodo Percept has created a compelling visual experience for the BoosterJet Engine. The TVC is currently on air and is in total sync with a NEXA commercial: it is bold, glamorous and edgy. Set inside NEXA, the new-age automotive showroom, the TVC features trendy and hip individuals experiencing an effect that literally blows them away. They seem to be on edge, as they look on in awe in the direction of the wind, where rapid abstract cuts of an object that morphs into an engine. An overwhelming sensation of excitement builds up, with a mix of surreal lighting and dramatic sound design. The commercial ends by revealing the BoosterJet Engine epitomizing speed, which caused the blowing effect witnessed throughout the film.
Apart from television media, the campaign is being supported through the digital platform.
According to, Sabuj Sengupta, NCD, Hakuhodo Percept, “The objective of the campaign was to build excitement around the BoosterJet Engine. And in the typical NEXA fashion, we’ve brought alive the raw power of the engine in the TVC through a visual design, executed in a very stylish and adrenaline-pumping way.”
Commenting on the campaign, Vinay Pant, AVP marketing, Maruti Suzuki, said, “The BoosterJet Engine in the new Baleno RS is for those who look for extra speed in their everyday drive. The car is the first in a line of high-performance vehicles to be launched through NEXA. The campaign will no doubt generate a lot of interest amongst speed enthusiasts.”
Client: Maruti Suzuki
Brand/Product: BoosterJet Engine
Agency: Hakuhodo Percept
NCD: Sabuj Sen Gupta
National Planning Head: Jayanto Banerjee
CD: Saurav Dasgupta
CD: Eranbemo Murry
VP, Servicing: Amit Bhat
CSD: Amiya Nayak
Account Manager: Mamtah
Digital Team: Shantanu, Jasinder Bhatia, Tarun
Production House: Film Farm