Dentsu Marcom has created a campaign for the launch of the revamped Honda CR-V. The TVC went on air on 13 February and it looks to target the consumer who is accomplished and has inexhaustible energy for life and adventure.
The film shows a middle aged man sitting in a studio while stylists, hair and make-up artists come and go, giving him different looks. He dons various looks that show the different lives he lives such as a golfer, a corporate czar, a chef, a scuba diver, a polo player, a celebrity hunted by paparazzi and so on. In the next shot, the super reads 'Live many lives with the all new CR-V'. The TVC then shows the new CR-V from different angles. The films ends with a super- 'All new CR-V. One life. Many lives.'
In the film, stop motion technique has been used.
Commenting on the film, Titus Upputuru, national creative director, Dentsu Marcom, said, “The idea was that after you reach a certain level in life, you are not asked 'What you do' but 'What do you like doing best'. Which basically goes on to say that the man has moved on from chasing one thing in his life. He has moved up the ladder, and has developed many more interests and has started finding time to chase all of them. The all new CR-V in many ways, is both a metaphor and an enabler of this way of living.”
On the idea behind the TVC, Narayan Devanathan, national planning director, Dentsu India, “The Honda CR-V is one of those few vehicles, even for a class of people who are accomplished, that qualifies as the car that’s talked about on a bumper sticker that says 'When I grow up, I want to be a ....'. It's a goose-bump inducing car and it deserved a simple but classy idea that could do justice. And much like the many lives that the CR-V enables, one look at it inspired many ideas on how to create engaging communications around it. What you see is what rose to the top (like the ones who will drive the CR-V). But every idea we had was as fun and engaging.”
The campaign will straddle digital, print, and outdoor media and there will also be an activation leg.
Client: Honda Siel Cars India
Creative agency: Dentsu Marcom
Account management: Yuichi Toyoda, Nikhlesh Jinghan, Karun Arora, Amritesh Bakshi
Planning: Narayan Devanathan, Ivy Mukherjee
Branch head: Harjot Singh Narang
National creative director: Titus Upputuru
Creative director: Abhinav Karwal
Art director: Abhinav Karwal
Copywriter: Titus Upputuru
Chief films officer: Supratim Dey
Director (of the film): Shaaz Ahmed
Production house: Mud n Water
Post production: InderJeet Singh
Music: Ankur Pandey_
Executive producer: Tanvi Sinha
DOP: Lakshman Anand