NEXA is a premium channel that sells luxury models from Suzuki. Among them, the S-Cross was the first premium crossover launched in India. Since it was established, NEXA has been very popular among the luxury-car loving segment of the society.
Nexa wanted to create a major buzz for the new Maruti S-Cross Limited Edition, India’s first premium crossover. As the official partner for the Anil Kapoor-starrer ‘24’ Season 2, the actor was invited to the unveiling. In the series, Anil Kapoor's character, the dauntless Jai Singh Rathore drives an S-Cross and the brand needed to emphasize the same.
However, the event needed something extra to hype the launch, create a huge social buzz and make S-Cross the talk of the town.
Two S-Cross cars, which had the ‘24’ logo on them drove through the streets of Delhi and covered areas like GK, Saket, CP, Lajpat Nagar, Mandi House, India Gate and much more. The whole of Delhi participated in a thrilling contest in which they captured the car’s photo on their smartphones and tweeted about it using the hashtag #AnilKapoorInSCross sending it to @nexaexperience.
#AnilKapoorInSCross simultaneously went viral on the streets of Delhi-NCR and online. The influencers on-boarded for the campaign by Grapes played their part in lending visibility to the campaign on social media. Thousands of people got into a tweeting frenzy in hopes of meeting the super-star. The contest concluded on the first day of the Auto Expo – 5th Feb, 2016. The winners got a chance to experience the S-Cross up close and even greet the evergreen Bollywood superstar.
The campaign generated thousands of conversations on Twitter. With almost 17000 mentions on Twitter, the engagement rate accelerated to over 105%. The campaign trended for over 24 hours on Twitter and over 10 million people across India were exposed to the campaign and consequently to S-Cross.
By the time the campaign ended it had received close to 200 million impressions.