Honda City has launched its new campaign, ‘Forget the Toys’, with the objective to drive consideration by re-affirming the leadership high ground of the Honda City with young sedan intenders. Conceptualised by Dentsu One, through the campaign, the brand wants to appeal to the desires and ambitions of the younger, progressive, more assertive Indian.
The campaign, ‘Forget the Toys’ is a statement that’s reflective of not being swayed by superficial pomp and making choices that are truly in keeping with one’s ambitions — and that makes one stand head and shoulders above the rest.
The film shows the protagonist, a man in a suit looking down at the cars below from his high office. We hear the man’s voice saying, “from here, they all seem like toys, they watch you, they copy you and pretend to be you, but you know, deep down they all know, they can never be you.”
Rajesh Goel, VP and Director, Sales and Marketing, Honda Cars India, said, “The new campaign of Honda City has been rolled out during the peak festival buying season. The campaign celebrates the aura of the Honda City as the most aspirational car brand with a 20-year legacy. It resonates aptly with the city buyer who makes his smart choices and is more direct and assertive about them.”
Titus Upputuru, National Creative Director, Dentsu One, said, “I was standing in my office by the window when this idea struck me. When you look at the world below, you see that everything is so tiny. The ad then sort of wrote by itself. It’s a bold stance and we thought it’s time the brand had a clear perspective on the world around.”
Abhinav Kaushik, Executive Vice-President, Dentsu One, said, “It is one of the longest running brands in India and therefore keeping the client brief in mind, we looked at the brand truth and played on its unique rich legacy, thereby clearly asserting its leadership position. There is a lot of pride in owning a Honda City among the consumers and this pride has been well reflected in the campaign.”
The campaign was initiated by OOH advertising across India and the TVC is on air from September 15 along with a full digital marketing plan.
Client: Honda Cars India
Creative Agency: Dentsu One
Office Head: Harjot Narang
National Creative Director: Titus Upputuru
Business Head: Abhinav Kaushik
Creative Team: Titus Upputuru, Auryndom Bose, Neharika Awal, Chinmoy Bhowmik, Dipani Neb
Account Management: Atul Rao, Angad Singh, Yoshio Habu
Planning Team: Anand Murty, Samik Chatterjee
Films Chief: Dawa Lama
Director: Avnish K
Producer: Supriya Sarin
Production House: The Wired Society
Music: Hanif Shaikh