MUMBAI: Honda Cars India Ltd (HCIL), leading manufacturer of premium cars in India, unveiled its brand new ad campaign #IMadeItBig for the 2nd Generation #HondaAmaze striking an emotional chord with customers. This campaign emphasises Honda Amaze as ‘The Choice’ of aspiring young customers, drawing spotlight on the importance of family bond and values. The communication strategy is based upon the deep insights gained from research and market share growth in T2 and T3 towns and how the young aspirational consumers emerging from these towns have a deep connect with families, where buying a car is still a family decision.
The film aims to touch the main heartland of India which values family bonds and looks for assurance and peace of mind in every purchase.
The campaign is being translated in 11 languages for regional connect as the car enjoys immense popularity in Tier 2 & 3 markets as well.
Created by Dentsu One, this new campaign film beautifully captures an emotional conversation between a son and a mother as they celebrate the first big move by the son i.e. purchase of the 2nd Gen Honda Amaze. As the conversation deepens, the mother realises that her son has not only made it ‘big in life’ but is also ‘big on values’. The music and lyrics exemplifies assurance and peace of mind “Tere sang mile jo sukoon mujhe, woh naa paa sakun kahin aur main’.”
Commenting on this new ad-campaign, Rajesh Goel, senior vice president & director, sales and marketing, Honda Cars India said, “The 2nd Generation of Honda Amaze has been a resounding success for HCIL and we have been able to touch more than 1 lakh families since its launch last year, making it the fastest selling Honda car in India. We wanted to connect with the core target of aspiring youth and took a fresh guard through an emotional story-telling that perfectly portrays the real meaning of arriving ‘big’ in life.”
Titus Upputuru, national creative director, Dentsu One said, “When one buys a new car, there is a lot of excitement. Honda Amaze makes a big statement in one’s world as it happens to be the first three box purchase in one’s life. We wanted to show how the Amaze owner is unfazed at the attention he receives upon purchasing the new car but chooses to give importance to his values. In an age when friends are increasingly becoming the support system, we wanted to put the spotlight back on to the family.”
Abhinav Kaushik, executive vice president, account management, Dentsu One said, “Human emotion is the fundamental trigger to all the purchases and decisions we make – no matter how big or small the ticket size. Whilst the category codes of automobile advertising are loaded with mostly rational depictions, this new campaign for Honda Amaze is our way to transcend beyond the conventions and create an emotionally evocative copy that appeals to the heart and impacts the consideration for the brand.”
Film Descriptor:
The film opens showing a young son taking his mother out for a drive into beautiful woods, in his Amaze car that he has just bought. He gets a phone call from his friend who congratulates him on his new purchase and exclaims, "Wadde Log, Waddi Gaadi! “(Big People! Big Car!) and asks the son who he was taking out for the first drive. The son remarks that he was taking his mother out. Hearing this conversation, the mother tells him that he should have first taken his friends out for a drive as she was always home and he could have taken her anytime. The son stops the car in beautiful woods and tells her that she came first in his life and that is why she will always be first.
At this the mother gets teary eyed and the son hugs her. She marvels that he has indeed become a big man. The film ends with the messaging ‘Big on Values, Big on Status’.
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