Honda Siel has rolled out a new marketing campaign for its recently launched third generation Honda City. "The campaign targets style conscious, performance seeking and ambitious youth," said Jnaneswar Sen, vice president, marketing, Honda Siel Cars India. "It conveys to the audience that they should strive to make themselves better by competing with their own selves enjoying every challenge coming their way."
Developed by Dentsu Marcom, the message of the campaign is "Enjoy your challenges". The campaign is built around the consumer insight that Honda's target audience, which is ambitious, wants to achieve more, thus, competes with himself.
"The challenge was to transcend the benchmarks set by City itself in its product category," said Sen. "It has been depicted through the storyline where the protagonist is competing with his own self (as seen in the reflection in the waterfall) and emerges to better himself while enjoying the challenges enroute to success."