Brand news

Dentsu One’s new campaign for Honda Jazz gets a colossal 27 million hits in one day

22 Aug 2018

The secret behind how Honda Jazz managed to get a colossal 27 million hits in one day

The tagline itself serves a dual purpose, at one hand connoting the new take on last year’s ’Sexy And I Know It’ campaign, and on the other highlighting a key new feature

Honda Jazz in collaboration with its creative agency Dentsu One, has launched a new campaign for its latest upgrade. With a combination of marketing strategy and creative expertise, the YouTube Masthead for the campaign alone garnered a whopping 27 Million views in one day.

n a market satiated with choices for the sub 4 meter premium hatchback car category, the Jazz , with the lineage of Honda, attempted to make the communication unique and differentiated. This is what inspired an entirely different perspective for the new campaign – Sexy in a new light.

The tagline itself serves a dual purpose, at one hand connoting the new take on last year’s ’Sexy And I Know It’ campaign, and on the other highlighting a key new feature.

Staying true to the quirky brand personality, the films attempt to break clutter by using the idea of a ‘Cat’ personified as a difficult to please snob, scoffing at lesser mortals (read humans) but all the while thoroughly impressed with the New Jazz to navigate human chaos and deliver a stellar experience.

Talking about the campaign, Titus Upputuru, National Creative Director, Dentsu One said, “A lot of brands employ celebrities to endorse their products. We thought let’s get the coolest them of all - Billi Jean! Jokes apart, we thought a cat was a good idea to launch the quirky attitude of the new Jazz. We are pleased that the communication has been received so well. We look forward to many more Jazz cars on road soon”

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