Honda Cars joined hands with Dentsu One to roll out a high-decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda City 2017’. The campaign highlights the car as being leagues ahead and above the competition.
In the TVC, City is positioned as being more than just a car with ‘one class above’ attributes. Thus, to create excitement in the already saturated sedan segment, the new City redefines the segment codes by introducing ‘one segment above’ attributes to the mid-size sedan. The 4th Gen City aims to attract younger buyers. Hence, this TVC has been developed in a way that resonates with the younger audience. The TVC features ‘Honda City 2017’ being driven through the street. The car, in a sequence of shots, is seen flaunting its features, supported by a soundtrack ‘Worlds Ahead’ playing in the car and a voiceover that explains how you are and have been ‘worlds ahead’!
Talking about the campaign, Jnaneswar Sen, Sr. Vice President – Marketing & Sales, Honda Cars India, said, “The communication proposition truly puts City and the target buyer as a notch above the rest. The tonality resonates with the younger audience who is an achiever whom people would like to emulate.”
Titus Upputuru, National Creative Director of Dentsu One, said, “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating its own game. With its class-defying features, the new Honda City 2017 has gone leaps and bounds ahead of its competition. The campaign celebrates this thought and shows the protagonist, like the car, driving in a world of his own, as the lines in the end of the film conclude, ‘Your world is different from the rest because you are and always have been Worlds Ahead’.”
“This Honda City is a definitive segment-defying car and to showcase this, the communication had to make a higher-order statement to truly put it in a different plane thereby repositioning the rest as mere ordinary. The new Honda City ushers a new world of itself with superlative technology and remarkable design,” said Abhinav Kaushik, Senior Vice President, Dentsu One.
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, Nitin Gupta, Deepali Agarwal
Account Management: Ishaan Khandpur, Angad Singh, Yoshio Habu
Planning team: Anand Murty, Samik Chatterjee
Films Chief: Dawa Lama
Honda Brand Team : Rajiv Gupta, Navneet Kaur, Prashant Bhatnagar, Shivani Chaudhary, Amit Patel, Abhishek Kumar Mishra, Tanvir Kohli, Somdatta Bannerjee, Siddharth Sethi
Director (of the film): Lloyd Baptista
Producer: Ravneet Mahajan
Production House: Method Production
Music: Sneha Khanwalkar