Honda Cars India Limited has launched a campaign for its new sedan Amaze, the first model from its stable to be available in a diesel variant. The Amaze was launched on 11 April 2013. Three TVCs created by Soho Square went on air a day after the launch.
The first film opens with a couple and their daughter in their Amaze. The wife informs her husband about her parents visiting them. She asks him not to overreact to the situation. The man responds to this by taking details of when/how are they reaching and informs her that he’ll receive them at the station. The lady thinks her husband is being sarcastic and tells him that it’s just a matter of two days and he should be okay with their visit. He convinces his wife that his intentions are noble and would genuinely like to host his in-laws. The wife appears really surprised to hear this. The film ends with the man putting the luggage in the boot space while his father-in-law admires the car. The voice over says, ‘Honda Amaze badle aapki duniya’ (Honda Amaze changes your world).
The two other commercials take the story forward. In one of them, the family gets lost while driving because the father-in-law holds the road map upside down. But the son-in-law appears unperturbed, thanks to Honda Amaze’s impressive mileage. The last film in the series highlights some of the car’s features.
Jnaneshwar Sen, senior, vice president, marketing and sales, Honda Cars India, said, “We are seen as a premium brand. We wanted to break that with the Amaze. For the first time, we have shown five people seated in one of our cars. For the first time we have created a non-English campaign.”
He said the campaign actually started in November when the company started building awareness about Honda launching its first diesel engine vehicle. The company also conducted a survey to identify the right customer profile for Honda Amaze. “We found out that this car doesn’t have a set audience. We are looking to connect emotionally with the consumers to create awareness. Based on the customer profile we gave a brief to the agency to create a family centric ad which consists not only of the couple and their child but also their parents,” Sen explained.
He added, “We had to establish the mood and create awareness about Honda coming out with a diesel car.”