The ad campaign has been conceptualised by Dentsu One
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.
The TVC features ‘Honda City 2017’ being driven through the street. The car, in a sequence of shots, is seen flaunting its features, supported by a sound track ‘Worlds Ahead’ playing in the car and a voiceover that explains how you are and have been Worlds Ahead!
Talking about the campaign, Jnaneswar Sen, senior vice president – marketing & sales, Honda Cars India said, “The communication proposition truly puts City and the target buyer at a notch above the rest. The tonality resonates with the younger audience who is an achiever and with whom people would like to emulate.”
Titus Upputuru, national creative director, Dentsu One said, “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating its 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’”
Abhinav Kaushik, senior vice president, Dentsu One added, “This Honda City is a definitive segment-defying car. To showcase this, the communication had to make a higher-order statement and thereby repositioning the rest as mere ordinary. The new Honda City ushers in a new world of itself with superlative technology and remarkable design.”