BENGALURU: Honda Cars India Ltd. (HCIL), a manufacturer of premium cars in India, today introduced its new model Honda BR-V. The launch of BR-V marks Honda’s entry into the compact SUV segment that is about 300,000 units per year in size in India. The BR-V is available in both Diesel and Petrol fuel options in India.

The company has planned a six week campaign that began last week and will end by the third week of June. Industry sources revealed that HCIL has budgeted between Rs 25 and Rs 30 crore for a 360 degree campaign for the new BR-V. Recently HCIL announced Mullen Lintas as its creative agency for its new car. Media buying is through Group M’s Motivator.

At the BR-V launch in Bengaluru today, HCIL unveiled a 90 second promo that will run on cinema screens and Youtube. Two 30-second TVCs’ that tell stories around the BR-V and a 20-second TVC that speaks more about brand Honda have been planned. The company is targeting males from the age group of 25-45 years, and hence the TVCs’ will be aired across all major English, Hindi and regional news channels reveal sources at HMIL. A print campaign is also a part of HMIL’s media plans.

Speaking at the launch, HCIL senior vice president & director Raman Kumar Sharma said, “India is a key market for Honda and as part of our business expansion, we are focusing on increasing our customer base with new model introductions. The launch of BR-V marks Honda’s entry into the popular compact SUV segment. Customers can experience the outstanding appearance of an SUV and benefit from the versatility and comfort of its spacious 3 row interiors. We are confident that BR-V will strongly appeal to the customers and accelerate our growth while strengthening our brand presence in the country.”