Dentsu One’s New Campaign For Honda City Re-affirms ‘Absolute Supremacy’

A new 360- degree marketing campaign has been rolled out by Honda Cars India (HCIL) named as ‘Rush of Supremacy’ for its All-New 5th Generation Honda City. The film has been conceptualized and executed by Dentsu One, the creative agency under the Dentsu Aegis Network (DAN) India, .The campaign is all about ‘Absolute Supremacy’. The campaign aims to position the 5th Generation Honda City as one which ensures class and comfortability and an uncompilable experience like no other sedan in the market which eventually makes it a class apart from the rest. The 5th Generation Honda City has been created with the avant-garde design concept which spikes up the confidence of the rider and defines a class that scales up with every move. 

The film in the campaign projects the New Honda City as an element of pride for the rider. It brings with itself a fantastic riding experience and also a feeling of supremacy. The film also throws light on the advanced telematics services, industry-first Alexa Remote Capability, and numerous segment-first technologies and features. The campaign has been initiated by Teasers and R&D team Videos, bringing forward the entire team that has created the new Honda City. The aim behind it is to throw light on consumers towards the insider’s perspective on the design philosophy and the engineering craftsmanship which when brought together gave rise to the All-New 5th Generation Honda City. To grab customer’s attention the campaign is everywhere on TVC as well as on the print media. It is important to note that the campaign has covered the entire description of the products right from its features, class, user experience to the technology that is involved in manufacturing the product. The first part of the commercial was shot before the lockdown started, and the effects along with the finishing touch were later done in computer graphics. In the same way, the print and outdoor communication were also done with the help of computer graphics. The direction and the editing for the content took place remotely across multiple locations where there was no physical existence. 

Speaking on the campaign, Rajesh Goel, Sr VP, and Director – Sales and Marketing, Honda Cars India said, “The mission was to deliver supremacy from the word go, and so began our journey of creating a car with a strong and robust road presence, delivering excitement and security with an intelligent package that offers superior value to its ambitious customers. The goal of the campaign was to bring all these pillars alive in a tone and manner that is true to the original sedan – the Honda City. The campaign resonates aptly with the City buyer who commands absolute supremacy and is assertive about the intelligent choices he makes.”

Titus Upputuru, National Creative Director, Dentsu One commented, “It’s one thing to pack in a punch when a product is launched; it’s quite another to do it year after year, decade after decade. When we were briefed on this iconic car’s new offering, we were absolutely excited. In the past, we had created campaigns like ‘Worlds Ahead’ and ‘Forget The Toys’ for Honda City but seeing what the 5th Generation model has to offer, we thought it’s time to introduce some excitement into the DNA of the brand. Now for years, people have been saying that it gets lonely and boring at the top. We thought it is time to bust that myth. Because with supremacy, comes a great new feeling, a whole new rush. Despite the lockdown, God helped us execute every nut and bolt of this campaign with various assets, across different platforms. The Honda Connect campaign, featuring several videos around the Boss Dog, was great fun too.”

Abhinav Kaushik, Executive Vice President, Dentsu One added, “The Honda City is a true legend that’s been able to resonate and stay relevant for over two decades. And this new generation of Honda City is no different. Keeping the client brief in mind, we have looked at the brand truth by asserting City’s unrivaled leadership position and amplifying the dynamism and excitement that the new generation Honda City offers to its owners. The campaign reflects these two facets of the brand and will sure-fire the segment with much-needed dynamism and excitement.”

The Honda City, with its 22 years’ legacy, has been the definitive sedan in the country. The Honda City is not only known for setting the benchmark for sedans but also for showing the world what the future of sedans looks like. For over 40 lakh customers worldwide and more than 8 lakh customers in India, the new City is a symbol that best resonates with Honda City’s stature and advanced worldview. Just like with every generation of Honda City, the excitement has once again reached sky-high with the launch of the new City.