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Honda CR-V drives for ‘One Life Many Lives’ achievers

Dentsu Marcom has created the campaign that aims to position the SUV for those who have reached a stage of accomplishment in life when you are not asked ‘what you do’ but ‘what do you like doing best’

BestMediaInfo Bureau | Mumbai | February 22, 2013

Honda has launched the all-new CR-V for the man who lives life like it was a series of fast paced mini videos – some homemade, some big screen material, living one life in the morning, another in the middle of the week, nine in the weekend. The new CR-V is for people like him, because like him, it has inexhaustible energy for life and adventure. Dentsu Marcom has created a campaign for Honda CR-V titled ‘One Life Many Lives’ which repositions the new Honda CR-V as an ‘urban recreation vehicle’ avatar aimed at this TG.

The film shows a man, aged around 40, sitting in a studio while stylists, hair and make-up artists come and go, giving him different looks. He dons various looks that show the different lives he lives – the life of a fisherman, a golfer, a corporate czar, a chef, a scuba diver, a polo player, among other things. The film achieves this using stop-motion technique.

As a “been-there, done-that, accomplished life juggler,” the protagonist is not a stranger to a life well-lived. Rather than give in to the cliché of so much to do, so little time, he dons many hats daily to make the most of his myriad interests and passions. In doing so, he looks for many similar partners in crime from his possessions and the multi-sensorial experiences that he can embark on, enabled by these possessions. In short, the Honda CR-V is perfect for the person who does and wants to do many things.

Titus Upputuru, National Creative Director, Dentsu Marcom, elaborated, “The idea was that after you reach a certain level in life, you are not asked ‘what you do’ but ‘what do you like doing best’. This basically means that the man has moved on from chasing one thing in his life and has moved up the ladder, he has developed many more interests and has started finding time to chase all of them. The all-new CR-V in many ways is both a metaphor and an enabler of this way of living.”

“The Honda CR-V is one of those few vehicles, even for a class of people who are accomplished, that qualifies as the car that’s talked about on a bumper sticker that says ‘When I grow up, I want to be a ....’. A goose-bump inducing car and drive deserved a simple but classy idea that could do justice to them. And much like the many lives that the CR-V enables, one look at it inspires many ideas on how to create engaging communication around it. What you see is what rose to the top, like the ones who will drive the CR-V,” added Narayan Devanathan, National Planning Director, Dentsu India.

The campaign, which broke last week, will be promoted through television, print, digital activation and cinema.

The TVC:

[youtube]http://www.youtube.com/watch?v=TToQjtroiUQ[/youtube]

 

Credits:

Client: Honda Car India

Creative Agency: Dentsu Marcom

Account Management: Yuichi Toyoda, Nikhlesh Jinghan, Karun Arora, Amritesh Bakshi

Planning: Narayan Devanathan, Ivy Mukherjee

Branch Head: Harjot Singh Narang

National Creative Director: Titus Upputuru

Creative Director: Abhinav Karwal

Art Director: Abhinav Karwal

Copywriter: Titus Upputuru

Chief Films Officer: Supratim Dey

Director (film): Shaaz Ahmed

Production House: Mud n Water

Post production: InderJeet Singh

Music: Ankur Pandey_

Executive Producer: Tanvi Sinha

DOP: Lakshman Anand

Info@BestMediaInfo.com

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