Honda Cars India (HCIL) has launched a campaign to announce the launch of the second generation of its revamped Honda Amaze.
The campaign has been conceptualised by Taproot Dentsu and aims to position the car as the ultimate status symbol in the compact sedan segment. The campaign consists of a film titled ‘jeete hain shaan se’ (live with pride). It showcases a family all dressed up, travelling in their Amaze through the locales of their town.
Rajesh Goel, SVP and director - sales and marketing, Honda Cars India, said, “A strategic and the largest-volume-driver for our business exclusively developed for the Indian consumer, the new Honda Amaze is a perfect manifestation of the dreams of a young, progressive Indian family. The campaign is designed to resonate with the consumers from the heartland of India and celebrate their ‘shaan’ of having arrived in life. We are confident that the new Amaze with its enhanced offering is sure to delight our customers with a ‘shaandaar’ experience.”
Titus Upputuru, NCD, Taproot Dentsu, said, “The campaign celebrates the rise of our heartland who are no longer living in the shadows of their big metropolitan counterparts. Right from the central idea of ‘Jeete Hain Shaan Se’ to the casting, the costume, the colours, the stand-out music, and the editing - altogether celebrate this unabashed attitude of ‘shaan’. Shooting the film on the streets of Lucknow and creating the ‘Chaagaya’ track was an amazing experience!”
Abhinav Kaushik, EVP, Taproot Dentsu, added, “Two-third of India, beyond the likes of metros, is fueling the economy with a surge in purchasing power. Whilst the emotion behind the new Honda Amaze campaign is something that’s universal, the attitude and the confidence is something that resonates strongly with the mindsets of consumers from Tier 2 and Tier 3 towns. The depiction of ‘shaan’ in the commercial with a quirky twirl of the moustache is a befitting expression of pride, aspiration and the growth in status that comes naturally with a purchase of the new Honda Amaze.”
The campaign is spread across TV, digital and OOH.
Client: Honda Cars India
Creative agency: Taproot Dentsu
National creative director: Titus Upputuru
Executive vice president and head of branch: Abhinav Kaushik
Creative team: Titus Upputuru, Auryndom Bose, Vishnudas Kunchu, Akash Swami
Planning team: Samik Chatterjee
Films: Kriti Khandelwal
Vice president: Shiguma Shinohara
Group account manager: Smriti Tewari
Account executive: Anushka Tiwari
Director (of the film): Zenas Daniel
Executive producer: Abhishek Notani
Production house: Chrome Pictures