Honda Cars India launches New Ad Campaign for 2nd Generation Honda Amaze
- TVC Link - https://www.youtube.com/watch?v=WPRz9sGOa80
New Delhi, 3 September 2019: Honda
Cars India Ltd. (HCIL), leading manufacturer of premium cars in India, unveiled its brand-new ad campaign#IMadeItBig
for the 2nd Generation #HondaAmaze striking an emotional
chord with customers. This campaign emphasizes Honda Amazeas ‘The Choice’ of aspiring
young customers, drawing spotlight on the importance of 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 consumer’s
aspirations. The campaign is being translated in 11 languages for regional
connect as the car enjoys immense popularity in Tier 2 & 3 markets as well.
Created by DentsuOne, this
new campaign film beautifully captures an emotional conversation between a son
and a mother as they celebrate the first big move by the son i.e. purchase of
the 2nd Gen Honda Amaze. As the conversation deepens, the mother
realizes 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 sukoonmujhe,
wohnaapaasakunkahinaur main’.”
Commenting on this new Ad-campaign, Mr. Rajesh Goel, Senior
Vice President & Director, Sales and Marketing, Honda Cars India Limited
said, “The 2nd Generation of Honda Amaze has been a resounding
success for HCIL and we have been able to touch more than 1 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 perfectly portrays the real meaning of
arriving ‘big’ in life.”
Mr. 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”
Mr. Abhinav
Kaushik, Executive Vice President, Account Management, Dentsu One said “Human emotion is the fundamental
trigger to all the purchases and decisions we make – no matter how big or small
the ticket size. Whilst the category codes of automobile advertising are 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.”
Film Descriptor:
The film opens with a mid-30s age man taking his mom
for the drive. The mom asks her son that to which place he is taking her. Lot
of household jobs are still pending. He gets a call from his friend
congratulating him about the purchase of new Amaze. The friend inquiries about
whom he is taking out for the drive. The man says that it’s his mom. The friend
replies that he will meet him later & disconnects the phone. The mom says
that he should have taken his friends as the first choice for the ride. She is
a homebody & stays at home all the time. The man stops the car. Both Mom
& son come outside. The man goes towards the mom & says that she came
in his life first & hence she should be the first one to be taken out for
the drive. The Mom & Son gets emotional, hugs each other and mom 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.
Honda Amaze
Honda’s 2nd Generation Amaze recently marked the 1 lakh
sales milestone in 13 months, becoming the fastest selling new model by Honda
Cars in India. Brand ‘Amaze’ was conceptualized keeping in mind the
ever-evolving needs and aspirations of the young Indian consumers. The
contemporary sedan offers One-Class-Above-Sedan experience with its bold
design, sophisticated & spacious interiors, outstanding driving
performance, advanced features, and safety technologies.
About Honda Cars
India Ltd
Honda Cars India
Ltd. (HCIL), a leading manufacturer of premium cars in India, was established
in December 1995 with a commitment to provide Honda’s latest passenger car
models and technologies, to the Indian customers. HCIL has two state-of-the-art
manufacturing facilities at Greater Noida, U.P and at Tapukara, Distt. Alwar,
Rajasthan.
The company’s
product range includes Honda Brio, Honda Jazz, Honda Amaze, Honda WR-V, Honda
BR-V, Honda City, Honda CR-V and the recently launched Honda Civic – which are manufactured
in India. The Accord Hybrid is sold as a Completely Built Unit (CBU) imported
from Thailand. Honda’s models are strongly associated with advanced design and
technology, apart from their established qualities of durability, reliability
and fuel-efficiency. The company has a strong sales and distribution network
with 375 facilities in 263 cities across spread across the country. 💥💥
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