Maruti Suzuki India Ltd.Baleno: Song of the Night

Hakuhodo.Sync Pvt. Ltd. | AdGlobal360 India Pvt. Ltd.


The NEXA Baleno has always had a strong association with music and the objective for this campaign was to drive the “bold” imagery of the brand and further strengthen its association with music.



We created a full-blown music video starring Ranveer Singh, a leading Bollywood actor and NEXA’s brand ambassador. He was cast in a bold avatar for “Song of the Night,” an exclusive song created to represent the bold persona of the brand. A campaign roll-out was planned for a seamless integration across platforms and influencers.



  • ・We partnered with Gaana and Spotify, the biggest online music platforms in India
  • ・We partnered with influencers from dance and music genres, who covered the song on their platforms in dance and song form to drive engagement
  • ・We also worked with India’s leading lifestyle channels, including MensXP, to cross-promote the video on their social channels



The song was a huge success across the web

  • ・Reached 2.1 m people on Spotify
  • ・Reached 4.6 m people on Gaana
  • ・Total views: 21 m
  • ・Total engagements: 13 m
  • ・Positive sentiment on social media doubled to 40%. Organic view-through rate jumped to 31%
  • ・Website traffic increased 13% compared to the non-campaign period


  • 2021 exchange4media Impact Digital Influencer Awards: Gold (Best Use of Video)