Honda Jazz launched their latest online campaign titled Sexy and I Know It featuring popular faces like Rohan Joshi, Sarah Jane-Dias and Tahir Raj Bhasin.
Conceptualized by Dentsu One, the campaign is essentially a series of short ‘beepsodes’ narrating a story, with Honda Jazz being in the center of the plot.
Sharing the creative strategy, Titus Upputuru, NCD, Dentsu One, said, “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”.
The first ‘Beepsode’ has already clocked more than 1 million views in just 3 days.
Abhinav Kaushik, Senior Vice President, Dentsu One, further added “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 Ltd. said, “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.”