Brand news

Honda City 2017 shows customers how they are 'Worlds Ahead'

06 Mar 2017

Conceptualised  by Dentsu One, the objective of the campaign is to target the younger audience  by highlighting its wide range of high-technology features and much more

Honda Cars India recently launched a campaign for its latest  Honda City 2017. Titled ‘Worlds Ahead’ and built on the concept of advanced,  energetic and smart, the new Honda City 2017 will delight the discerning  customer with its wide range of high-technology exterior and interior features  and much more.

Conceptualised by Dentsu One, the objective of the campaign  was to highlight the City as being leagues ahead and above the competition. The  campaign begins with a protagonist driving the new Honda City. As he starts the  car, he finds himself driving in a world of his own. He drives through an  imaginary world where buildings are surrounded on all sides. The campaign ends  with a voice over which says, ‘Nothing can touch you, you are in a league of  your own, your world is different from the rest, because you are and always  have been – Worlds Ahead. The new Honda City, Worlds Ahead.’

“The launch campaign ‘World’s Ahead’ will specifically  appeal to younger buyers and hence this City communication has been developed  in a way that resonates with younger audience who is an achiever whom people  would like to emulate. With this, we are sure that the new variant will further  strengthen the bond with our esteemed customers,” said Jnaneswar Sen, Senior  Vice-President, Marketing and Sales, Honda Cars India.

Titus Upputuru, NCD, 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, said,  “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.”

The TVC:



Client: Honda Cars India

Creative Agency: Dentsu One

Office Head: Harjot Narang

National Creative Director: Titus Upputuru

Business Head: Abhinav Kaushik

Creative Team: Titus Upputuru, Auryndom Bose, Neharika Awal,  Chinmoy Bhowmik, Nitin Gupta, Deepali Agarwal

Account Management: Ishaan Khandpur, Angad Singh, Yoshio  Habu

Planning team: Anand Murty, Samik Chatterjee

Films Chief: Dawa Lama

Honda Brand Team : Rajiv Gupta, Navneet Kaur, Prashant  Bhatnagar, Shivani Chaudhary, Amit Patel, Abhishek Kumar Mishra, Tanvir Kohli,  Somdatta Bannerjee, Siddharth Sethi

Director (of the film): Lloyd Baptista

Producer: Ravneet Mahajan

Production House: Method Production

Music: Sneha Khanwalkar