The company has launched a new car Honda BR-V along with a brand new ad campaign done by Mullen Lintas
BestMediaInfo Bureau | Mumbai | May 13, 2016
Lately, the SUV / C-SUV segment has been experiencing a major shift in its favour and attracting a significant consumer base. So, Honda Cars India launched the BR-V in the SUV/C-SUV segment in Delhi on May 5, 2016 in Delhi and at the same time unveiled a commercial created by Mullen Lintas. The ad film with a scenic backdrop and soothing music seduces customers to go on a journey and explore the world.
The thought behind the communication was to position the BR-V as a car that helps you gather experiences within the city, outdoors and a bit of off-roading alike. Venturing into explored and unexplored territories, the Honda BR-V allows you to hunt for all those experiences that one can wish for or get.
Shriram Iyer, Nation Creative Director, Mullen Lintas, said, “The Honda BR-V is a compact SUV built to take on everyday adventures in the city and away. We looked at the many things we seek and think about every day, be it the intent to meet new people or have interesting conversations or go on a journey that will take you back in time and ahead, at the same time.”
Adding more to the insight, Iyer said, “There’s always the urge to explore, the hunger to go out there and find that something. We are modern day hunters – on the prowl. This exploration brought us to the core of our communication ‘Let the hunt begin.’”
The ad begins with the car travelling through a desert, hill road, metro, heavy rainfall and snowfall. A father and son duo is shown travelling to some distant place to fetch an old wooden toy ship. A group of friends and kids are shown speeding on a road and enjoying. Later, a few friends are shown going to an underground party. Adhering to the theme of doing something unusual, a couple is shown engaging in graffiti. A group of young men go off-road in search of a sound on the desert. They start recording when they find a tribal playing a traditional wind instrument. The video ends with the voiceover: “Out there are many stories waiting to become yours. The all new Honda BR-V is here. Let the hunt begin.”
The ad campaign is being promoted on digital, television, radio and outdoor platforms.
Client: Honda Cars India
Brand: Honda BR-V
SVP – Sales & Marketing: Jnaneswar Sen
Creative agency: Mullen Lintas
Chairman & CCO: Amer Jaleel
National Creative Director: Shriram Iyer