Honda Cars India puts spotlight on family in launch campaign for 2nd Generation Honda Amaze

Honda Cars India Ltd. (HCIL), a manufacturer of premium cars, has unveiled a campaign titled #IMadeItBig for the 2^nd Generation #HondaAmaze, striking an emotional chord with customers. The campaign hard sells Honda Amaze as ‘The Choice’ of aspiring young customers and puts the spotlight on family bond and values.

The approach was to create communication that not just builds product awareness but create an emotional and memorable narrative that resonates with a consumer’s aspirations. The campaign is being translated in 11 languages for regional connect as the car enjoys immense popularity in tier II and III markets as well.

Created by Dentsu One, this new campaign captures an emotional conversation between a son and a mother as they celebrate the first big move by the son —purchase of the 2^nd Gen Honda Amaze. As the conversation deepens, the mother realises that her son has not only made it ‘big in life’ but is also ‘big on values’. The music and lyrics exemplifies assurance and peace of mind “Tere sang mile jo sukoon mujhe, woh naa paa sakun kahin aur main’.”

Rajesh Goel, Senior Vice-President and Director, Sales and Marketing, Honda Cars India Limited, said, “The 2^nd Generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than one lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional story-telling that portrays the real meaning of arriving ‘big’ in life.”

Titus Upputuru

Titus Upputuru, National Creative Director, Dentsu One, said, “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”

Abhinav Kaushik

Abhinav Kaushik, Executive Vice-President, Account Management, Dentsu One, said, “Human emotion is the fundamental trigger in all purchases and decisions we make – no matter how big or small the ticket size. While automobile advertising is loaded with mostly rational depictions, this new campaign for Honda Amaze is our way to transcend beyond the conventions and create an emotionally evocative copy that appeals to the heart and impacts the consideration for the brand.”

The film opens with a man in his mid-30s taking his mother for a drive. She asks him where he is taking her. He gets a call from his friend, congratulating him about the purchase of the new Amaze. The friend asks whom is he taking out for a drive. The man says it’s his mom. The friend replies that he will meet him later and disconnects the phone. The mother says he should have taken his friends as the first choice for the ride. She stays at home all the time. The man stops the car. Both mom and son come outside. The man goes towards the mom and says she came in his life first and hence she should be the first one to be taken out for the drive. The mom and son gets emotional, hug each other and she marvels that he has indeed become a big man. The message comes ‘Big on Status’, ‘Big on Values’.

The film has been directed by Shashanka Chaturvedi and music composed by Sameeruddin.

The TVC:

Credits:

Client: Honda Amaze

Senior Vice-President and Director, Sales and Marketing, Honda Cars India Limited: Rajesh Goel

Agency:

Agency: Dentsu One

National Creative Director, Dentsu One: Titus Upputuru

Executive Vice-President, Account Management, Dentsu One: Abhinav Kaushik

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