Brand news

Dentsu One executes new campaign for Honda City 2017

03 Mar 2017

Honda Cars has joined hands with Dentsu One to roll out a  high decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda  City 2017’.

The new 2017 Honda City has redefined not just the segment  but the category with its class leading exterior and interior features. The  campaign highlights the car as being leagues ahead and above the competition.  In the TVC, City has positioned itself as being more than just a car with ‘one  class above’ attributes. Thus, to create excitement in the already saturated  sedan segment, the new City redefines the segment codes by introducing ‘one  segment above’ attributes to the mid-size sedan.The 4th Gen City aims to  attract younger buyers, hence, this TVC has been developed in a way that  resonates with younger audience.

Talking about the campaign, Jnaneswar Sen, Senior Vice  President – Marketing & Sales, Honda Cars India Ltd. Said: “The  communication proposition truly puts City and the target buyer as a notch above  the rest. The tonality resonates with the younger audience who is an achiever  whom people would like to emulate.”

Said Titus Upputuru, National Creative Director of Dentsu  One: “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the  car is always beating it’s own game. With its class-defying features, the new  Honda City 2017 has gone leaps and bounds ahead of its competition. The  campaign celebrates this thought and shows the protagonist, like the car,  driving in a world of his own, as the lines in the end of the film conclude,  “Your world is different from the rest because you are and always have been  Worlds Ahead.”

“This Honda City is a definitive segment-defying car and to  showcase this – the communication had to make a higher-order statement to truly  put it in and different plane thereby repositioning the rest as mere ordinary.  The new Honda City ushers a new world of itself with superlative technology and  remarkable design,” addedAbhinavKaushik, Senior Vice President, Dentsu One