Honda Cars India Limited (HCIL) has launched a campaign for its new multi-purpose vehicle Honda Mobilio. A TVC conceptualised by Soho Square started airing 23 July in nine languages.
The film features a joint family of seven people. Members of the family approach their new Honda Mobilio and break into a rap song, each making the point that the car was bought for them. The kids argue that their father loves them the most and hence bought the car for them. The car takes them places - be it vacations, games, the park or school. The grandparents are of the view that the car was bought by their son because he wants to include them ‘in every plan’. The kids’ mother says that her husband has bought the safe, ‘bachatwali car’ (money-saver car) as he loves his responsible wife. Her husband confesses at the end that he bought the car for himself. The TVC highlighting features of the car, even as the family of seven are seated comfortably inside, and on ‘their ride’. The car’s tagline reads, ‘Apne liye, apnon ke liye’ (For me, for my family).
Janeswar Sen, senior VP - marketing and sales, HCIL, said, "Mobilio is essentially a family vehicle and requirements of each occupant have been taken care of while developing the Mobilio. The car has a very progressive style and also delivers all the rational features to drive the family around with all the comfort. Honda Mobilio is a car for the man and the family -‘Apne liye, apno ke liye’. We are sure that the new Honda Mobilio will further strengthen the bond with our esteemed customers. The launch campaign ‘That’s my ride’ will specifically appeal to the family people.”
Kapil Arora, president, Ogilvy group (North), said, "Soho Square Gurgaon is proud to be associated with Honda Mobilio - the country's most stylish 7-seater. With its ample space, ergonomics, sedan like styling, superb mileage, drive comfort and the Honda assurance, this is a vehicle that has something for everyone in the extended Indian family. We have tried to portray the same in our communication for the Honda Mobilio. It truly is 'Apne liye. Apno ke liye’.”
The campaign will straddle television, print, digital and outdoor, informed an official statement from HCIL.
Brand team: Shakeel Anjum, Ramneek Dhar, Shivani Chaudhary
Creative agency: Soho Square
ECD, Ogilvy group (North): Ajay Gahlaut
Production house: Equinox Films
Director (film): Ram Madhvani
Producer: Manoj Shroff
Music: Ehsan Loy