Honda Amaze makes made-for-India pitch with drive through 'Amazing India'

Honda has launched a TVC for its Amaze sedan conceptualised by Soho Square.

The film features a family driving through the crowded streets of Delhi in their Honda Amaze, guided by a map on a tablet. Lost, they make their way through crowded markets and jammed roads, seeking directions along the way. When the family finally reaches its destination (a wedding celebration), a host asks them if they had any difficulty finding the house. After the protagonist says, ‘Not at all’, the voice over says, “India Jaisi amazing jageh ke liye, hum laye hai ek amazing gadi. Honda Amaze. Amazingly Indian” (For an amazing place like India, Honda brings you an amazing car. The Honda Amaze. Amazingly Indian)

Jnaneswar Sen, senior vice president, marketing and sales, Honda Cars India, said, “Honda Amaze has witnessed great success in the Indian market and the sales milestone further reiterates that we have been able to meet up with the market expectations through our customer-centric innovation approach. We are celebrating this success by organising the ‘Longest Drive through Amazing India’ initiative which is a part of Honda’s 'Amazingly Indian' campaign conceptualised by our creative agency, Soho Square. The drive will traverse through mountainous terrains, coastlines, flat highways, congested city roads and the interiors of India showcasing the durability and reliability of Honda Amaze through this diverse terrain. We are really excited about the initiative and believe that the Honda Amaze shall triumph over all these conditions.”

Ajay Gahlaut, executive creative director, Ogilvy Group - North, added, “The brief from Honda to Ogilvy was simple. The Amaze is a car that is built for India. All the features of the car are aligned with that single minded thought. We decided to challenge this theory to the max. So we just simply asked a family to find an address in the most testing road conditions in the country- Chandni Chowk in Old Delhi, and filmed it, and that’s our TVC”.

Credits

Client: Honda Cars India

Creative agency: Soho Square Advertising & Marketing Communications