Dentsu One’s and Honda City launches new campaign packed in ‘Absolute Supremacy’
Honda Cars India (HCIL) has launched a 360-degree marketing campaign, ‘Rush of Supremacy’, for the All-New 5th Generation Honda City.
Conceptualised and executed by Dentsu One, the creative agency from the house of Dentsu Aegis Network (DAN) India, the campaign re-affirms ‘Absolute Supremacy’. It positions the 5th Generation Honda City as a package that excites and exhilarates like no other sedan and puts the brand in a league of its own. For the record, the 5th Generation Honda City has been created with the avant-garde design concept of the Ambitious Sedan that fuels the confidence for an aspiring and upscale life.
The campaign films highlight that the new City embodies the feeling of rush and the hit of adrenaline that comes from being at the top, thus, bringing alive the ‘Rush of Supremacy’. Further, the films focus on the advanced telematics services, industry-first Alexa Remote Capability, and numerous segment-first technologies and features. The campaign has been initiated by Teasers and R&D team Videos, showcasing the team that has created the new Honda City. Here, the objective is to create an intrigue and give the consumers an insider’s perspective on the design philosophy and the engineering craftsmanship that went behind creating this 5th Gen Honda City. For awareness build-up, the digital films are followed by a TVC and print campaign.
It is pertinent to note here that this campaign is probably the first full-ecosystem content that has been created with multi-geography global talent and cutting-edge modern technology. For starters, the car in the commercial was shot before the lock-down. Thereafter, the environment and finishing were done in computer graphics. Similarly, the print and outdoor communications were composed and created in computer graphics. Consequently, the direction and editing of the content happened remotely across multiple geographies – with no physical proximity.
Speaking on the campaign, Rajesh Goel, Sr VP and Director – Sales and Marketing, Honda Cars India said, “The mission was to deliver supremacy from the word go, and so began our journey of creating a car with a strong and robust road presence, delivering excitement and security with an intelligent package that offers superior value to its ambitious customers. The goal of the campaign was to bring all these pillars alive in a tone and manner that is true to the original sedan – the Honda City. The campaign resonates aptly with the City buyer who commands absolute supremacy and is assertive about the intelligent choices he makes.”
Titus Upputuru, National Creative Director, Dentsu One commented, “It’s one thing to pack in a punch when a product is launched; it’s quite another to do it year after year, decade after decade. When we were briefed on this iconic car’s new offering, we were absolutely excited. In the past, we had created campaigns like ‘Worlds Ahead’ and ‘Forget The Toys’ for Honda City but seeing what the 5th Generation model has to offer, we thought it’s time to introduce some excitement into the DNA of the brand. Now for years, people have been saying that it gets lonely and boring at the top. We thought it is time to bust that myth. Because with supremacy, comes a great new feeling, a whole new rush. Despite the lockdown, God helped us execute every nut and bolt of this campaign with various assets, across different platforms. The Honda Connect campaign, featuring several videos around the Boss Dog, was great fun too.”
Abhinav Kaushik, Executive Vice President, Dentsu One added, “The Honda City is a true legend that’s been able to resonate and stay relevant for over two decades. And this new generation of Honda City is no different. Keeping the client brief in mind, we have looked at the brand truth by asserting City’s unrivalled leadership position and amplifying the dynamism and excitement that the new generation Honda City offers to its owners. The campaign reflects these two facets of the brand and will sure fire the segment with much needed dynamism and excitement.”
The Honda City, with its 22 years’ legacy, has been the definitive sedan in the country. The Honda City is not only known for setting the benchmark for sedans but also for showing the world what future of sedans look like. For over 40 lakh customers worldwide and more than 8 lakh customers in India, the new City is a symbol that best resonates with Honda City’s stature and advanced worldview. Just like with every generation of Honda City, the excitement has once again reached sky-high with the launch of the new City.