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Honda shows how the new 4th Generation City is 'A Greater Drive'

The campaign, conceptualised by Dentsu Marcom, targets young achievers who are a cut above the rest and shows the global sedan as embodying the best of Honda's technologies

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Honda shows how the new 4th Generation City is 'A Greater Drive'

Honda shows how the new 4th Generation City is 'A Greater Drive'

The campaign, conceptualised by Dentsu Marcom, targets young achievers who are a cut above the rest and shows the global sedan as embodying the best of Honda's technologies

BestMediaInfo Bureau | Mumbai | January 14, 2014

honda-city Click on image to the watch TVC

The new 4th-generation Honda City has just been launched. To display the technological advancements as well as the premium look and feel of the car, the company has brought out a new campaign. The TVC, designed by Dentsu Marcom, is titled 'A Greater Drive' and shows the global sedan as embodying the best of Honda's technologies to deliver advanced sporty design, best comfort and best fuel efficiency which exceed customer expectations.

“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 Honda loyalists who have been eagerly waiting for the 4th-generation City and introduction of the diesel model. We are sure that the new City will further strengthen the bond with our customers. The launch campaign will specifically appeal to young achievers,” said Jnaneswar Sen, Sr. VP, Marketing & Sales, Honda Cars India.

The TVC opens with a golfer and his caddy coming out of the golf course. However, the golfer notices three schoolgoing kids sitting on the lawn. They happen to be the caddy's kids. Upon asking he finds that they have bunked school even though the caddy has repeatedly requested them to go. As the caddy asks for help, the golfer goes to the kids with a toy car. But soon he shows them his new 4th-generation Honda City. The girl sits in the front seat followed by two boys getting in and sitting in the back seat. The golfer shows the girl how to wear the seat belt and then with the One Push Engine Start/Stop button with Honda Smart Key System he zooms off. The young guys are wide-eyed as they feel the rush. He switches on the AC from the interactive screen. Advanced Cool Stunner ruffles the hair of each occupant, even the ones at the back. He further amazes them by opening the sunroof. He ends up driving to their school.

He tells the surprised kids that if they keep bunking school they will get only a toy car. But if they study hard, they will be able to have this car once they grow up. This is enough to impress them and they enter the school as the golfer drives off.

“Honda City has always been an aspirational car and the advertising brief was 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 new 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 storyline for the target audience we are talking to,” said Soumitra Karnik, Creative Head, Dentsu Marcom.

The 50-second TVC broke on screen on January 10, 2014. It will also be extended to print and outdoor media as well.

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Client: Honda Cars India

Honda Brand Team: Shakeel Anjum, Prashant Bhatnagar, Ramneek Dhar

Creative Agency: Dentsu Marcom

National Creative Director: Soumitra Karnik

Creative team: Ekta Verma, Prachi Sharma, Amanat Dugal, Shanam Jain

Films Chief: Suprotim Day and Dawa Lama

Planning Team: Narayan Devanathan, Anand Murty, Neha Khaneja, A Sai Karthik

Account Management Team: Harjot Singh Narang, Yuichi Toyoda, Abhinav Kaushik, Karun Arora, Amritesh Bakshi, Ishaan Khandpur, Manisha Joshi

Director: Alexander Paul

Producers: Kirk Dias, Tullika Wangdi

Production House: Bakery Films

Music credits: Sameeruddin

Info@BestMediaInfo.com

Info@BestMediaInfo.com

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