Honda Launches New Campaign For Jazz X
Taking you to the childhood memories, the refreshing campaign is conceptualized by Meridian Gurgaon. Watch the TVC here.
Hitesh Ranot | Delhi | September 1, 2010
Honda has released a new TVC to mark the launch of its Jazz X variant. The campaign is conceptualized by Meridian, Delhi.
Explaining the purpose of the campaign, Ajay Gahlaut, Executive Creative Director, Meridian Communications, says, “We had to raise the awareness about the launch of new variant of Jazz and to communicate the basic qualities of Jazz. The perception is that Jazz is priced higher than other hatchback cars. However, every car review puts Jazz ahead of any car in its category. So we had to focus our communication strategy on comfort and style.”
“We chose to transmute all the positive features of the car into an appeal to the heart. Instead of applying the mundane 'feature communication', a route adopted by most of the brands in this category, we chose to talk about the driving experience from the moment you get into the Jazz, to the time you get out,” adds Gahlaut.
On the thought process behind the campaign, Gahlaut said, “After the thorough research, we found the owners completely in love with the car. The owners did not mention only one feature but they shared overall joy of owning Jazz. So it was necessary for us to communicate the feeling that people have. In this film for Jazz X new variant, we retrace that childhood feeling - the joy, thrill and sheer fun of motion one feels as a child - like that first ride on a swing, windblown hair, or sliding down a banister ……the Honda Jazz brings back that feeling.”
“This campaign doesn't tell to own the road. Nor does it urge to change our destiny. All it does is link the car with those treasured moments from one's childhood. It promises that the Honda Jazz X will bring those memories and feelings back to life, Jazz X will keep those memories alive,” concludes Gahlaut.
Credits:
Agency: Meridian Communication, Gurgaon
Ajay Gahlaut, Executive Creative Director
Dip Sengupta, Vice President-Client Services
Krishna Mani & Pulak Bisht, Creative Directors
Abhishek Sen, Management Supervisor
Arup Jyoti Sarmah, Group Account Manager
Gaurav Ganguly, Account Executive
Film Production: Nirvana Films
Prakash Varma, Director
Lisa D'Costa, Producer
Rupert Fernandes, Music
Daniel Low, Director of Photography