Honda SIEL Cars India (HSCI), which recently announced the launch of Jazz in India, has roped Meridian Delhi to handle the creative duties for the new car. The win comes in the wake of a multi-agency pitch. It may be noted here that Dentsu continues to handle the creative mandate for all Honda brands in India. Dentsu Media will also handle the media duties of the new launch. The ad spend on the new car could not be ascertained at the time of filing the report.
Despite repeated attempts, no official from either the client or the agency was available for comments. However, a highly placed industry source close to the situation has confirmed the development.
Ogilvy’s second agency, Meridian Communications had commenced its Delhi operations from June 2008. Meridian Delhi further strengthened the operations of Meridian Communications, which is already present in Mumbai and Bangalore.
Despite the economic slowdown, HSCI is bullish about the growth in the automobile sector, especially small cars, and has in fact introduced the Jazz in India six months ahead of the planned launch. The company was earlier planning to launch Jazz by the end of 2009. The Honda Jazz will be manufactured at the company’s Noida plant and is likely to have a localisation content of 70 per cent from day one.
Acknowledging the importance of the small car segment in the domestic automobile sector, HSCI’s Jazz will compete with Maruti’s A-Star, Splash and Hyundai's i20, which are among the recent launches, plus the yet-to-be-launched Fiat Grande Punto.