Honda City has unveiled a new TVC to promote its drop in price of the car. The film brings about the voyeuristic nature of longing for the car and has been created by Dentsu Marcom.
Throughout the film, the car is seen through the eyes of a voyeur, with the camera becoming the eye. In the opening sequence, the car is seen from the top of an office building as it moves away from the camera looking through the window. The car is then seen amongst a flutter of birds at a zebra crossing, at a parking lot through a series of post boxes, the garage door closing down on it. Viewers see a dog watching guard, and the car is also seen outside a lovely house. The voiceover in the film tries to highlight the longing that makes one want to buy the car someday, and the film ends with the statement ‘Today is that someday’ with a super informing about the new price.
Commenting on the campaign, Atsushi Kurokawa, executive vice president, Dentsu Marcom said, “Given the multiple options in the growing car market, it was vital to convey to the consumers that Honda City is undoubtedly the right choice and more value for money.”
“The City is the most loved car in its segment. We just wanted to do what is due to the brand. The insight was that once you think of buying a particular car, you just keep seeing the same car almost everywhere. It sort of haunts you. That was the starting point of this film,” added Titus Upputuru, National Creative Director, Dentsu Marcom.
Client: Honda City
Creative agency: Dentsu Marcom
Team lead: Atsushi Kurokawa
National creative director: Titus Upputuru
Copywriter: Titus Upputuru
Account management: Chandana Agarwal, Nikilesh Jhingan, Anuj Mathur, Amritesh Kumar
Creative directors: Alabhya Vaibhav, Gyaan Sagar (print campaign)
Director (of the film): Lloyd Baptista
Production house: 7 Films
Art direction: Anita and Donald
Post production studio: Avitel
Music credits: Kartik Shah