9/23/2015 HondaAmazetakesanalltoofamiliarroadfornewTVC

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9/23/2015 HondaAmazetakesanalltoofamiliarroadfornewTVC

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9/23/2015 HondaAmazetakesanalltoofamiliarroadfornewTVC

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Advertising HondaAmazetakesanalltoofamiliarroadfornewTVC...

Writer:AnkurSinghFriday,Sep26,20147:57AM

Tags:Honda|Amaze|JnaneswarSen|NilanjanDasgupta|NimaNamchu|SharatKuttikat

HondaAmazetakesanalltoofamiliarroadfornewTVC

RelatedStoriesIndianadmarkettogrowat11%in2015,12%in2016:CaratAdExForecastHamdardassignscreativedutiestoL&KSaatchi&SaatchiDellIndialaunchesearlycampaigntotapfestivemarketshareWhydomatrimonyadscontinuetopresentastereotyped,myopicvision?SGroupInsights:CementcategoryheavilyreducedTVadvolumesin2014,Paintcategorystillgrowing

Honda Cars recently flagged off the Longest Drivethrough Amazing Indiawith its family sedanHondaAmazeandanadcampaigntitledAmazinglyIndian.

Announcing the new initiative, Jnaneswar Sen,Senior Vice President, Marketing & Sales, HondaCarsIndia,saidinastatement:HondaAmazehaswitnessed great success in the Indianmarket andthesalesmilestonefurtherreiteratesthatwehavebeen able tomeetmarket expectations through our customercentric innovation approach.We arecelebratingthissuccessbyorganisingthe LongestDrivethroughAmazingIndia initiative,which isapart of Hondas Amazingly Indian campaign conceptualised by our agency, Soho Square(Gurgaon).Thedrivewill traversethroughmountainousterrains,coastlines, flathighways,congestedcityroadsandtheinteriorsofIndia,showcasingthedurabilityandreliabilityofHondaAmazethroughthisdiverseterrain.Wearereallyexcitedaboutthe initiativeandbelievethattheHondaAmazeshalltriumphoveralltheseconditions.

Storyboard

The film features a family driving through the crowded streets of Delhi in their newHonda Amaze,

creative

9/23/2015 HondaAmazetakesanalltoofamiliarroadfornewTVC

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guidedbyamapapp.Inastateofutterconfusion,realisingthattheyare lost,theymaketheirwaythroughchaoticmarketsandnarrowstreets,seekingdirectionsalongtheway.Whenthefamilyfinallyreachesitsdestination(aweddingcelebration),ahostasksthemiftheyhadanydifficultyfindingthehouse.Aftertheprotagonistsays,Notatall,thevoiceoversays,Indiajaisiamazingjagehkeliye,humlayehainekamazinggadi.HondaAmaze.AmazinglyIndian.

Watchthevideohere:

Mostexpertsbelieve,theadborrowsalotfromtheoldMarutiAltoTVC.

ExpertsSpeak

Didn'tanyonesay"Hey,thatremindsmeoftheMarutiAltocommercial!"whentheywerepresenting thescript forHondaAmaze?saidNimaNamchu,Chief

ofCheilIndia.

NilanjanDasgupta,ExecutiveCreativeDirector,KolkataandChennai,RediffusionY&R,isofasimilarview.This

is not the first time that a car advertising is talking about Indian roadconditions. Maruti has done it with Alto (with a similar jingle). So hasVolkswagonwithPolo.Sonothingnewintheidea.Themakingisdecent.Fewlittle touches like where theman says "Yeh toh deewar hai!" and we see aDeewarposteronthewall,havecomeoutwell.Overall,Indianforsure,butnotsoamazing,hesaid.

Sharat Kuttikat, Senior Creative Director,DDB MudraWest, says, The TVCdefinitely keeps you interested till the end it's shot well, and an averageIndian can relate to it. However, Honda, tome, has always been about themachine the car and the technology running it. The TVC, in my view,establisheshowthecarisacompact,easytodrivevehicle,butfailstoshowcaseaclearproductadvantage.Maybethereisnoclearproductadvantage.Inwhich

case,theTVCdoesitsjob.

MakersTake

Ajay Gahlaut Executive Creative Director, Ogilvy GroupNorth, says, The brief fromHonda to theAgencywassimple.TheAmazeisacarthatisbuiltforIndia.Allthefeaturesofthecararealignedwith

CreativeOfficer

9/23/2015 HondaAmazetakesanalltoofamiliarroadfornewTVC

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thatsinglemindedthought.Wedecidedtochallengethistheorytothemax.Sowejustsimplyaskedafamily to findanaddress in themost testing roadconditions in thecountryChandniChowk inOldDelhi,andfilmedit,andthatsourTVC.

AccordingtoKapilAroraPresident,OgilvyGroupNorth:TheHondaAmazehasseenaspectacularrunsince its launch last year. It is a unique combination of Honda's technical superiority, a great valuepropositionandtheprideassociatedwiththeHondabrand.AstheHondaAmazehasbeendesignedspecifically to negotiate rough Indian road conditions, and tomeet the unique needs of the Indiancustomer,wecreatedacampaignreiteratingthoseveryvirtuesofthecarthattheHondaAmazeisasedantrulyMadeForIndia.

Fineprint

Duringthedrive,multiplecustomermeetswillbeorganisedacrosscitieswherecustomerswillnotonlybeapartofthefanfarebutalsoencouragedtoparticipateinthedrive.TheLongestDriveisapartofHonda's'AmazinglyIndian'campaign.AmazinglyIndianhasbeenlaunchedtocelebratethesuccessofHondaAmazeinthecountryandwillbepromotedthroughATL,BTLandothermediums.

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9/23/2015 HondaAmazetakesanalltoofamiliarroadfornewTVC

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