Honda releases campaign for new Honda City

Honda Cars India Limited (HCIL) today commences its new Ad campaign titled ‘A Greater Drive’ for its all new 4th Generation Honda City. The all-new Honda City, developed as a global sedan, embodies the best of Honda’s technologies to deliver Advanced Sporty Design, Best Comfort and Best Fuel Efficiency which exceeds customer’s expectations. Honda City, country’s most successful sedan, will now be available in both Diesel and Petrol fuel options. The TVC created by Dentsu Marcom will start airing across channels from January 10th 2014.

To announce the arrival of Honda’s all new 4th generation Honda City, added with meaningful technological advancements and new premium look and feel. The new City adopts the best of Honda’s power trains to achieve a perfect balance of performance and fuel economy.
Film Descriptor (i.e. describing the film)

The film opens with a 35 age golfer with a caddy coming out of the golf course. While coming out of course golfer notices the caddy’s three school going kids who have bunked the school and playing with a toy car.

The golfer then asks the caddy why your kids didn’t go to school today. To which the caddy answer ‘I keep telling them to, now you only please ask them to’.
The golfer comes near the kids and picks up the toy car. He then points his car key at the toy car and suddenly there’s a sound.

The kids are amazed as they look at each other in sheer amazement. The golfer then moves the toy car aside to show his all new Honda City parked at the back. It was, actually the Honda city which responded to his auto key and the excited kids follow him into the car.

The girl sits in the front seat followed by two boys getting in and sitting in the back seat. The golfer shows the girl how to wear the seat belt and then with One Push Engine Start/Stop button with Honda Smart Key System he zooms off.

The young guys are wide-eyed as they feel the rush. He switches on the AC from the interactive screen. Advanced Cool Stunner ruffles the hair of each occupant, even the ones at the back.

Golfer continues interaction and having fun with kids in the car opens the sunglasses box. In the end we see golfer saying that ‘If you don’t study, then you’ll keep playing with such cars (Pointing to the Toy Car). But if you study, one day, you might own such a car. (Pointing to the Honda City)’. Finally, the kids get down and the golfer drives off.

Jnaneswar Sen, Sr. VP – Marketing & Sales, Honda Cars India Ltd says “First introduced in India in January 1998, Honda City has brought joy to over 4.3 lakh customers across the country and has been the country’s most successful sedan. There has been very high anticipation amongst the Honda loyalists who have been eagerly waiting for the 4th Generation City and introduction of Diesel in the model.  We are sure that the new City will further strengthen the bond with our esteemed customers. The launch campaign “The Greater Drive” will specifically appeal to young achievers,” 

Soumitra Karnik, Creative Head, Dentsu Marcom. said “Honda City has always been an aspirational car for the audience and the advertising brief was how to make an already great car greater in the minds of consumers.  We concentrated on the theme “A Greater Drive” offered by the “One Class Above” attributes of the Honda City and its target user who is also sophisticated, stylish achiever but most importantly a class above the rest as a human being.  The story of a golfer influencing kids to study if they aspire to have a great driving experience when they grow up seemed to be an apt story line for the target audience we are talking to,”