Honda Cars India Ltd (HCIL) is an Indian automobile manufacturer owned by Honda Motor Company. The corporate could also be a subsidiary of Honda Ltd., Japan.
It has introduced a 360-degree marketing campaign to announce the set up of the 2nd generation of its new Honda Amaze. Conceptualized and executed by Taproot Dentsu, the creative agency from the house of Dentsu India, the campaign positions the new Honda Amaze because of the de-facto symbol of status within the compact sedan segment.
The car signifies the ‘big move’ that customers make as s/he move up in life. The aim is to know the changing consumer mindset, the relevance of the status symbol, and also the thanks to leveraging it.
The launch TVC, ‘Jeete Hain Shaan Se’, introduces a new attitude. It shows a family all dressed up, traveling in their new Honda Amaze in their town. The film begins with a blockbuster Bollywood-style track. All the members of the family inside the new car are seen rolling up their existing, non-existing, and made-up mustaches with serenity.
A look at the new Honda Amazes displays the car’s stylish exteriors, premium chrome grille, stunning new LED projector headlamps, gorgeous backlights, and exquisite interiors with chrome accents. It reflects the reason for the family to possess swag.
Rajesh Goel, Sr VP, and Director, Sales, and Marketing, Honda Cars India said, ” The new Honda Amaze might be an ideal manifestation of the dreams of a young, progressive Indian family. We are sure that the new Amaze with its emphasized offering will please our customers with a ‘Shaandaar’ Experience.” Right from the central idea of ‘Jeete Hain Shaan Se’ to the casting, the costume, the colors, the stand-out music, and thus the editing – altogether celebrate this unabashed attitude of ‘shaan’.
The Executive VP of Taproot Dentsu Abhinav Kaushik added, “Two-third of India, beyond the likes of metros, is fueling the economy with an increase in purchasing power. The depiction of ‘shaan’ within the commercial with a peculiar twirl of the mustache is also a befitting expression of pride, aspiration, and also the expansion in status that comes naturally with procurement of the new Honda Amaze.”
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