How content-led IP built better brand recall and digital presence for Nexa

To create unique experiences for its customers, Nexa, the retail network from Maruti Suzuki, has extended its services beyond just selling cars over the years. Launched last year, one of its properties, Nexa Music, has been creating opportunities to promote original English music in the country.

With the property, the brand has expanded its scope in the music domain and continues to promote innovation—consistent with its theme of ‘Create. Inspire.’

Shashank Srivastava

With over 50 million views on the Nexa Music YouTube channel, the brand’s digital presence has been further amplified, strengthening brand recall, Shashank Srivastava, Executive Director (Marketing and Sales), Maruti Suzuki India, told BuzzInContent.com.

Recognising engagement with the listeners and key stakeholders as an important part of its outreach, it has also initiated on-ground experiential marketing in the form of Nexa Music Live Gigs where select musicians get to perform in front of a live audience across various locations the country.

Talking about the scope of audio mediums, Srivastava said, “Audio-based content finds widespread traction among audiences. For Maruti Suzuki, in addition to the brand marketing methods employed, the audio medium further helps increase the number of touch-points to connect with audiences.”

Its music videos have garnered over 50 million views on YouTube.

The brand believes YouTube is great channel to present content to reach out to the users, with the vast scope it offers.

Link to its YouTube Channel:

https://www.youtube.com/channel/UCM8qWp3yk6zXsuHfo2ei4SQ

Over the years, a lot of other players have also built their brands by collaborating with independent artists and launching original music. However, Srivastava believes it is a first-of-its-kind initiative by an automobile company.

Initiated last year, 24 budding musicians were selected as a part of the Nexa Music Labs. They got the opportunity to be mentored and groomed by renowned music composers such as AR Rahman and Clinton Cerejo among other leading musicians associated with the initiative and released original music videos under their guidance.

Nexa Music Labs:

Their music videos were featured on the Nexa Music YouTube Channel along with five music videos created by renowned musicians. Four winners were selected after the mentorship programme and got the opportunity to be a part of a music video by Rahman. The winners will also compose and create their independent music video under his guidance.

Select participants will get a chance to perform at 12 Nexa Music Live Gigs planned across eight locations in the country along with Anushka Manchanda, Uday Benegal and Nikhil D’Souza. 

Srivastava said the property will keep bringing in new and fresh content for its customers.

“It is our constant endeavour to create unique experiences for our customers and we are committed to explore more touch points to engage with our customers,” he said.

In the past, Nexa has also collaborated with iconic lifestyle properties such as IIFA and Lakme Fashion Week.