New Campaign of Honda City Conceptualized by Dentsu One

26-Sep-2018

Honda City has launched its new campaign, ‘Forget the Toys’, with the objective to drive consideration by re-affirming the leadership high ground of the Honda City with young sedan intenders.

The campaign, ‘Forget the Toys’ is a statement that’s reflective of not being swayed by superficial pomp and making choices that are truly in keeping with one’s ambitions – and that makes one stand head and shoulders above the rest.

Conceptualized by Dentsu One, the campaign for the Honda City has been targeted at younger, progressive and assertive Indians, with a 40-second TV ad showing an apparent high-flying executive gazing down from his office to the streets below.

We hear the man’s voice over, “from here, they all seem like toys, they watch you, they copy you and pretend to be you, but you know, deep down they all know, they can never be you.”

(File Pic - Rajesh Goel, Sr VP and Director, Sales and Marketing, Honda Cars)

Rajesh Goel, Sr VP and Director, Sales and Marketing, Honda Cars India said, “The new campaign of Honda City has been rolled out during the peak festival buying season. The campaign celebrates the aura of the Honda City being the most aspirational car brand with a 20-year legacy, over 7.35 lakh customers and has been an epitome of quality. It resonates aptly with the City buyer who makes his smart choices and is more direct and assertive about them.”

(File Pic - Titus Upputuru, National Creative Director, Dentsu One)

Titus Upputuru, National Creative Director, Dentsu One said, “I was standing in my office by the window when this idea struck me. When you look at the world below, you see that everything is so tiny. The ad then sort of wrote by itself. It’s a bold stance and we thought it’s time the brand had a clear perspective on the world around. Only Honda City could say ‘Forget the Toys’.”

(File Pic - Abhinav Kaushik, Executive Vice President, Dentsu One)

Abhinav Kaushik, Executive Vice President, Dentsu One said, “The Honda City is a true legend that needs no introduction. It is one of the longest running brands in India and therefore keeping the client brief in mind we looked at the brand truth and played on its unique rich legacy, thereby clearly asserting its leadership position. There is a lot of pride in owning a Honda City among the consumers and this pride has been well reflected in the campaign.”

Watch the video:

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