Honda Jazz takes the webisode approach for its latest campaign
The brand has adapted this format to break the clutter in the over-saturated hatch-back car segment
Honda Jazz is sexy and she knows it. So sexy that the latest campaign for the four-wheeler comes in the form of four beepsodes, a first for Honda. The campaign follows the current trend of branded webisodes narrating a story whose primary plot point is the Honda Jazz.
The brand has adapted this format to break the clutter in the over-saturated hatch-back car segment. Explaining the insight behind the webisode approach, the team behind the campaign said that it was imperative for Honda Jazz to adapt and resurrect the connection with its audience, who are evolving subconsciously at a constant pace.
The campaign’s first ‘Beepsode’ garnered over 1 million views in just three days of going live.
The campaign has been conceptualised by Dentsu One, the creative agency from Dentsu Aegis Network. Commenting on the campaign, Titus Upputuru, NCD, Dentsu One, said, “Jazz is such a great car. It’s sold all over the world. In India, people tend to get carried away by the bells and whistles and ignore the real deal. We wanted to give Jazz its due. A great car must have a great attitude. All Honda cars have great engines. Plus they have all the technology and innovations that make them the best. For instance, Jazz offers great versatility, it has seats that can go completely flat so you can use the space as you like. We wanted to inform about these things in an innovative way. At Dentsu One, our mission is to innovate the way brands are built. So we came up with this quirky mockumentary. Hope people will like it and begin to see Jazz in a new light.”
Abhinav Kaushik, Senior Vice President, Dentsu One, said, “The Jazz is the outright definition of a world car. Its legacy, its looks, its features and most importantly its attitude, all amalgamate to define that. Coming from Honda, the product is assured to offer the best in technology and stand differentiated from the competition. So the challenge was simple, how do we make the communication as unique and differentiated. The audience for the Jazz has, since its launch, become much younger since its earlier launch. Seeing as our audience largely resides in the digital sphere we felt it best to knock on their door. We came up with a series of quirky, real-life webisodes that allow us to walk the talk with the positioning centred on our consumers in a manner most relatable to them.”
Navneet Kaur, Sr. Manager Marketing and Communication, Honda Cars India said, “The Jazz platform is one of the most advance platforms which is why consumers swear by it. The Honda Jazz’s legacy as an international car has pitched it as a notch above the competition. The Jazz buyer is getting younger and younger, and he sees merit in the product’s versatility in usage at his current life stage. As such it is important for us to match pace with the young consumer in our positioning of the car. We saw great merit in catching our prospective consumer in the environment most comfortable to them which is why we were excited about the beepsodes.”
Campaign elements: Webisodes, 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
Story/Screenplay/Dialogues: Titus Upputuru
Creative Team: Neharika Awal, Auryndom Bose, Nitin Gupta, Chinmoy Bhowmik
Account Management: Geetika Prabhakar, Ishaan Khandpur, Angad Singh, Yoshio Habu
Planning team: Anand Murty, Samik Chatterjee
Films: Dawa Lama
Director (of the film): Anuj Gulati
Producer: Indranil Chowdhury
Production House: Chalk & Cheese
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