Meridian Communications (Gurgaon) has conceptualised a new TVC for the new variant of the Honda Jazz - the Honda Jazz X. This film follows the TVC created by Meridian for the launch of the hatchback in India.
Going with the tagline for the car, 'Why so serious' the film consists of various children excited by the feel of motion. Children are shown enjoying on a swing, a slide leading to a swimming pool, a tyre tied to a rope and being pushed around in a basket and a trolley. All of them seem to be enjoying the feel of motion. After which a super appears which says bring back the feeling and then shows the new Honda Jazz X. The film ends with a Super that shows the tagline for the car.
Commenting on the new TVC, Krishna Mani, creative director, Meridian Communications, said, "After the market study we conducted, consumers put the Honda Jazz in another segment altogether, by not comparing it to other hatchbacks. Along with that, the car offers a complete package from styling to features to performance. So because of that we did not want to dwell upon the features of the car as seen in other car commercials. So we derived upon using the feel of motion and compared the joy of driving a Jazz to the first time a child sits on a swing or a slide and the excitement he gets with one.
"This commercial follows the commercial used in our launch campaign. For the launch, we wanted to make people aware about a new car being launched in the market. Now in the second commercial, which follows after the Jazz has now turned one in India, we wanted to talk about the feel of the car and the joy it provides." added Mani.
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The commercial will be on air for around a month and a half and will be supported by press and outdoor. A digital campaign for the Jazz is also being developed at the moment.
Agency: Meridian Communication, Gurgaon
Creative director: Ajay Gahlaut, Krishna Mani and Pulak Bisht
Vice president - client services: Dip Sengupta
Management supervisor: Abhishek Sen,
Group account manager :Arup Jyoti Sarmah
Account executive: Gaurav Ganguly,
Film Production: Nirvana Films
Director: Prakash Varma
Producer: Lisa D’Costa
Music Rupert Fernandes
Director of photography: Daniel Low