The film captures an emotional conversation between a son and a mother as they celebrate the first big move by the son -- purchase of the car. As the conversation deepens, the mother realises that her son has not only made it ‘big in life’ but is also ‘big on values’.
Rajesh Goel, SVP and director, sales and marketing, Honda Cars India said, “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.”
Titus Upputuru, NCD, Dentsu One said, “When one buys a new car, there is a lot of excitement. 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”
Abhinav Kaushik, EVP, 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.”