Dentsu launches new campaign for Honda City ‘Forget The Toys’
Dentsu One, the creative agency from Dentsu Aegis Network, has launched a new campaign, ‘Forget The Toys’ for Honda City whose main objective is to drive consideration by re-affirming the leadership high ground of the Honda City with young sedan intenders. For over 20 years, the Honda City has consistently built relevance for sedan intenders. The task for this campaign, therefore, was to appeal to the desires and ambitions of the younger, progressive, more assertive Indian. Young sedan intenders aspire to have a point of view that’s decidedly worlds ahead and want to assert their leadership rather than being swayed by style and glamour. The idea therefore, was to pitch the Honda City as the sedan of choice for these customers.
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 make one stand head and shoulders above the rest. The campaign is led by a film that shows the protagonist looking down at the cars below from his high office.
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.”
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”
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.”