Mumbai : The pitch process for Honda’s new hatchback Jazz, involving multiple agencies, was conducted over a couple of weeks spread over the months of February and March in which Dentsu has won the creative mandate for Honda’s new hatchback Jazz. Dentsu Marcom, will lead the proceedings of the business.
Commenting on bringing onboard Dentsu Marcom as a creative partner, Jnaneswar Sen, Senior Vice President Sales & Marketing, Honda Cars India, said, “At this juncture, we needed a partner who understood our business and brand objectives and Dentsu Marcom clearly demonstrated that with a very clear approach, that aimed at creating an exciting premise for the new Jazz. I am confident this partnership will create standout communication.”
On winning the account Harjot Narang, Executive Vice President and Branch Head, Dentsu Marcom said, “It is both prestigious and challenging to be chosen to partner a global success story like the Jazz. HCIL has achieved the excellence in engineering that Honda is known for world over and Dentsu now has the opportunity to create communication for this brand that we believe will fuel the success of Jazz in the Indian market.”
Dentsu Marcom was faced with a challenge of creating a unique and differentiated positioning for the new Jazz in the midst of well-entrenched competition. There was also a need to tailor fresh and distinctive communication. One of the other objectives that Dentsu will be required to deliver on is – a holistic communication strategy – that’s aimed at establishing multiple facets of the new Jazz and its consumer.