Honda Cars India (HCIL) launched a new ad campaign titled 'The Greater Drive' for its fourth generation City sedan. The TVC, conceptualised by Dentsu Marcom, will be on air from 10 January.
The film opens with a golfer and his caddie walking out of a golf course. The golfer notices the caddie's three children playing with a toy car in their school outfits. The golfer asks the caddie why his children haven't gone to school. The caddie tells him that he's tried but they won't listen. Requested by the father, the golfer goes up to the children and shows them his brand new Honda City. The kids settle themselves in the car and are seen experiencing its new features. Then, the golfer parks the car in front of their school. The children are surprised by this. The golfer tells them that if they don't go to school, they will end up with the toy car but if they finish school, they will get a car like this. The film ends with a super that says, "All New Honda City - The Greater Drive."
Soumitra Karnik, Creative Head, Dentsu Marcom, said, "Honda City has always been an aspirational car for the audience and the advertising brief was how to make an already great car greater in the minds of consumers. We concentrated on the theme "A Greater Drive" offered by the "One Class Above" attributes of the Honda City and its target user who is also a sophisticated, stylish achiever but most importantly a class above the rest as a human being. The story of a golfer influencing kids to study if they aspire to have a great driving experience when they grow up seemed to be an apt story line for the target audience we are talking to."
Jnaneswar Sen, SVP - Marketing and sales, Honda Cars India Ltd, said, "First introduced in India in January 1998, Honda City has brought joy to over 4.3 lakh customers across the country and has been the country's most successful sedan. There has been very high anticipation amongst the Honda loyalists who have been eagerly waiting for the fourth generation City and introduction of diesel in the model. We are sure that the new City will further strengthen the bond with our esteemed customers. The launch campaign "The Greater Drive" will specifically appeal to young achievers."
Campaign elements: TVC, Print, Outdoor
Creative Agency: Dentsu Marcom
National Creative Director: Soumitra Karnik
Creative team: Ekta Verma, Prachi Sharma, Amanat Dugal and Shanam Jain
Films Chief: Suprotim Day and Dawa Lama
Director (of the film): Alexander Paul
Producer: Kirk Dias and Tullika Wangdi
Production House: Bakery Films
Music credits: Sameeruddin
Honda Cars India Ltd Brand Team: Shakeel Anjum, Prashant Bhatnagar, Ramneek Dhar
Planning Team: Narayan Devanathan, Anand Murty, Neha Khaneja and A Sai Karthik
Account Management Team: Harjot Singh Narang, Yuichi Toyoda, Abhinav Kaushik, Karun Arora, Amritesh Bakshi, Ishaan Khandpur and Manisha Joshi
Updated Date: Dec 21, 2014 04:39:42 IST