Honda Cars India has rolled out the launch campaign for the fifth generation City.
Conceptualised and executed by Dentsu One, the campaign consists of a TVC and three other films running on digital.
The TVC showcases the luxurious feeling of owning the fifth generation City while the films running on digital look at the technology and features of the car.
Rajesh Goel, senior VP and director - sales and marketing, Honda Cars India, said, “The mission was to deliver supremacy from the word go, and so began our journey of creating a car with a strong and robust road presence, delivering excitement and security with an intelligent package that offers superior value to its ambitious customers. The goal of the campaign was to bring all these pillars alive in a tone and manner that is true to the original sedan - the Honda City. The campaign resonates aptly with the City buyer who commands absolute supremacy and is assertive about the intelligent choices he makes.”
Titus Upputuru, national creative director, Dentsu One, added, “It’s one thing to pack in a punch when a product is launched; it’s quite another to do it year after year, decade after decade. When we were briefed on this iconic car’s new offering, we were absolutely excited. In the past, we had created campaigns like ‘Worlds Ahead’ and ‘Forget The Toys’ for Honda City but seeing what the fifth generation model has to offer, we thought it’s time to introduce some excitement into the DNA of the brand. Now for years, people have been saying that it gets lonely and boring at the top. We thought it is time to bust that myth. Because with supremacy, comes a great new feeling, a whole new rush. Despite the lockdown, God helped us execute every nut and bolt of this campaign with various assets, across different platforms. The Honda Connect campaign, featuring several videos around the Boss Dog, was great fun too.”
Abhinav Kaushik, executive vice president, Dentsu One, added, “The Honda City is a true legend that’s been able to resonate and stay relevant for over two decades. And this new generation of Honda City is no different. Keeping the client brief in mind, we have looked at the brand truth by asserting City’s unrivalled leadership position and amplifying the dynamism and excitement that the new generation Honda City offers to its owners. The campaign reflects these two facets of the brand and will sure fire the segment with much needed dynamism and excitement.”