Honda Cars India (HCIL) has started a 360-degree marketing campaign to promote the debut of the new Honda Amaze’s second generation. The dazzling new Honda Amaze is shown as the ideal symbol of notoriety within the compact sedan market in the advertising campaign, which was conceptualised and produced by Taproot Dentsu, a denstu’s creative agency based in India.
The Honda Amaze has long been a status symbol for affluent, enthusiastic Indian customers. Customers make a “big move” when they’re out of their daily lives, as depicted by the car. With the all-new Honda Amaze becoming even more top-of-the-line, popular, and modern, the company has decided to commemorate the vehicle with a brand-new mindset that embodies India’s core.
The marketing and advertising strategy play an essential role in making the all-new Honda Amaze even more appealing to the next-gen Indian customers who reside in large cities and work in the fast-growing level 2 and level 3 business sectors. The goal is to recognise how customer attitudes are shifting, the relevance of the ubiquitous picture, and the best way to use it. The brand that launched into its adventure with the ‘big move’ now wears an extremely bold mentality of no question with heaps of fitness and panache, which is inextricably linked to how its clients live their lives.
‘Jeete Hain Shaan Se,’ the launch TVC, awakens an entirely new mentality. It shows a group of family members looking great as they drive their new Honda Amaze around the town’s regions. The multi-starrer film kicks off with a piece of hard-hitting Bollywood-style music. The soul of India’s heartland is exemplified by the family members climbing into the car, making a huge and straightforward declaration of being shown up out of the shadows of the vast towns. Each of the five people in the new vehicle’s family effortlessly spins up their present, non-existent, and made-up moustaches.
The look of the immaculate Honda Amaze reveals the vehicle’s fashionable exteriors, top-of-the-line chrome grille, wonderful new LED projector headlamps, proper taillights, and awesome interiors with chrome accents. It clearly demonstrates the need for sass among one’s family members.
Speaking on the campaign, Rajesh Goel, Sr VP and Director, Sales and Marketing, Honda Cars India, said, “A strategic and the largest-volume-driver for our business exclusively developed for the Indian consumer, the new Honda Amaze is a perfect manifestation of the dreams of a young, progressive Indian family. The campaign is designed to resonate with the consumers from the heartland of India and celebrate their ‘shaan’ of having arrived in life. We are confident that the new Amaze with its enhanced offering is sure to delight our customers with a ‘Shaandaar’ Experience.”
Titus Upputuru, National Creative Director, Taproot Dentsu commented, “The campaign celebrates the rise of our heartland who are no longer living in the shadows of the big metropolitan counterparts. Right from the central idea of ‘Jeete Hain Shaan Se’ to the casting, the costume, the colours, the stand-out music, and the editing – altogether celebrate this unabashed attitude of ‘shaan’. Shooting the film on the streets of Lucknow and creating the ‘Chaagaya’ track was an amazing experience!”
Abhinav Kaushik, Executive Vice President, Taproot Dentsu added, “Two-third of India, beyond the likes of metros, is fueling the economy with a surge in purchasing power. Whilst the emotion behind the new Honda Amaze campaign is something that’s universal, the attitude and the confidence is something that resonates strongly with the mindsets of consumers from Tier 2 and Tier 3 towns. The depiction of ‘shaan’ in the commercial with a quirky twirl of the moustache is a befitting expression of pride, aspiration and the growth in status that comes naturally with a purchase of the new Honda Amaze.”