Top Story


Home >> Advertising >> Article

Mash Up & Blazar launch new Honda Mobilio with Kapil Sharma

Font Size   16
Mash Up & Blazar launch new Honda Mobilio with Kapil Sharma

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.

Tags Kapil Sharma Honda Mobilio Mash Up GroupM India Blazar Shakeel Anjum Honda

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds