MEGA CONSUMER SHOW
MARUTI SUZUKI | 2018
Introduce Maruti Suzuki IGNIS - a premium urban crossover from India's largest car manufacturer, to the largest emerging segment - the Urban Millennial. Synonymous with 'family' and 'professional' owned cars, the challenge was to excite urban youth about the quirky cool IGNIS.
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Use music and its fastest growing EDM sub-culture to establish brand relatability, aspiration and connect amongst the target group. We co-created Indian Automobile Sector's first IP of its kind —IGNIS ELECTRONATION, in creative collaboration with Global EDM icon, AXWELL. Pivoted around an uber cool, AXWELL headlined EDM concert for consumers and media, the 3 month engagement with millennials and influencers included a month long pre-launch hype and post - launch resonance via influencer events - a miasma of out-of-the-box brand engagements & experiences.