New begins here
Nexa is the new retail channel that Maruti Suzuki has introduced to reach out to the premium-seeking, aspirational, global Indian who values personal care, warmth and attention. It has been conceived to transform the customer experience by going beyond the immediate objective of selling a car. Nexa retails only select cars from Maruti Suzuki’s vast portfolio, with each model having a distinct positioning and appeal specific to the customer segment.
AICL collaborated with Hakuhodo, the Japanese network, who led initial brand research and positioning, advertising duties and implementation. AICL worked to create the brand identity and assets, codified through a comprehensive guidelines document, to be used across showrooms and customer touchpoints. This was further expressed through a dynamic range of applications, including a brand personality book, operations manuals for staff, elements of packaging and on-ground activation, among others.