Honda India is all set to launch their new premium 7-seater, the Honda Mobilio in July. Before the launch of its TVC, the car is generating a lot of buzz around the web with a series of four videos with India’s favourite comedian Kapil Sharma. The concept and execution of this web series has been done by Mash Up, a part of GroupM India. The digital campaign is being executed by Blazar, the digital marketing agency of GroupM India.
This is the first time Honda has taken the route of a celebrity association and branded original content to launch a car. The videos are not product videos, but are designed to announce the launch of the car, touch upon its features and give the audiences a dose of entertainment. Kapil plays a Honda car salesman in the web series.
GroupM started the campaign on YouTube on June 24th 2014. Since then the video has garnered over three lakh organic views, with over 1.5 lakh likes and close to 5000 shares on the Facebook posts. This is also the first time Kapil Sharma has associated with any brand. GroupM specifically chose Kapil, keeping in mind his popularity across digital media and his fan engagement on social media. His comedic style also fit the personality of the new Honda Mobilio.
Shakeel Anjum, Head - Brand Communications, Honda said, “Unlike the traditional advertising, digital is a pull medium. And we for sure wanted to leverage the medium to its best. All the four Honda Mobilio films are buzz worthy content. The first film has already gained social chatter and consumer engagement organically, within just hours of launch. Kapil Sharma is definitely the new benchmark of family entertainment. His humour cuts across genres and age groups. Kapil is one of the most searched celebrities on digital with a massive fan following on social media. We believed he was the best fit to launch this family car on digital media.”
Kumar Deb Sinha, Head, Digital Content, Mash Up said, "We are extremely thrilled to take Blazar’s long standing partnership with Honda Motors to next level by creating a brand association with Kapil Sharma. The objective is to unleash the full value of digital media and branded content to engage consumers, inducing high sharability amongst users.
Kapil Sharma’s videos with Honda are available on the Honda India YouTube page.