Mumbai: Honda Jazz in collaboration with its creative agency Dentsu One, has launched a new campaign for its latest upgrade. With a combination of strong marketing strategy and creative expertise, the YouTube Masthead for the campaign alone garnered a whopping 27 Million views in one day.
In a market satiated with choices for the sub 4 meter premium hatchback car category, the Jazz comes with world class legacy, looks, features and most importantly a fresh and vibrant attitude. With the lineage of Honda, the product is assured to offer best in technology and stand differentiated from the competition. So with the latest upgrade, the challenge was to make the communication just as unique and differentiated. This is precisely what inspired an entirely different perspective for the new campaign – Sexy in a new light.
The tagline itself serves a dual purpose, at one hand connoting the new take on last year’s ’Sexy And I Know It’ campaign, and on the other highlighting a key new feature.
Staying true to the quirky brand personality, the films attempt to break clutter by using the idea of a ‘Cat’ personified as a difficult to please snob, scoffing at lesser mortals (read humans) but all the while thoroughly impressed with the New Jazz to navigate human chaos and deliver a stellar experience.
Talking about the campaign, Titus Upputuru, National Creative Director, Dentsu One said, “A lot of brands employ celebrities to endorse their products. We thought let’s get the coolest them of all – Billi Jean! Jokes apart, we thought a cat was a good idea to launch the quirky attitude of the new Jazz. We are pleased that the communication has been received so well. We look forward to many more Jazz cars on road soon”
Abhinav Kaushik, Executive Vice President, Dentsu One said, “In a category full of models that sell on bells and whistles, the new Honda Jazz with its anti-ordinary personality has used the CAT to mock the set conventions and notions with an execution that is memorable and uncharacteristic.”
Marketing mix for the campaign included a combination of Press, Outdoor, Online and Social Media push.
45 sec –
Edits (feature specific) –
30 sec: LED Tail Lights –
30 sec: CVT –
30 sec: Digipad 2.0 –
|Campaign elements: TVC, Print, Digital
Client: Honda Cars India
Creative Agency: Dentsu One Pvt. Ltd.
Office Head: Harjot Narang
National Creative Director: Titus Upputuru
Business Head: Abhinav Kaushik
Creative Team: Titus Upputuru, Auryndom Bose, Neharika Awal, Chinmoy Bhowmik, Deepali Agarwal, Nikhil Kumar, Dipani Neb
Account Management: Geetika Prabhakar, Tanvi Kalra, Yoshio Habu
Planning team: Anand Murty, Samik Chatterjee
Films: Suprotim Day, Dawa Lama
Director (of the film): Shaunit Motwani
Producer: Kamil Ali
Production House: Pale Blue Dot Films
Music: Rahul and Nariman (The Jamroom)
Working title of film: Sexy in a new light
Duration: 45, 30 x 3 edits
Campaign breaks as of: August 2nd, 2018
YouTube Masthead : 5th August, 2018
Exposure (mediums used): Digital
Broadcast duration: 45, 30 x 3 edits
Print campaign details
Breaks on : July 21st, 2018
Size : half page
Exposure (mediums used): Press and magazines