Dentsu helps Honda in repositioning the new CR-V

MUMBAI: Dentsu Communications has developed a new campaign for the latest model of the Honda CRV.

The objective of the campaign was to position the car as a superior choice over offerings such as the Hyundai Santa Fe and the BMW X1. Along with this, the campaign was expected to highlight the features of the car like new Intelligent Multi Information Display (IMID), new Audio Video Navigation (AVN), Eco Mode, Eco Assist, higher fuel efficiency, multi-configuration folding capacity for the rear seats, and the most powerful engine under the hood.

Taking the first step in repositioning the new Honda CR-V in its ‘Urban Recreation Vehicle’ avatar, the agency decoded the target consumer. As a “been-there, done-that Accomplished Life Juggler,” the target was not a stranger to a life well-lived. In depth exploration revealed that the TG dons many hats daily to make the most of his myriad interests and passions rather than give in to the cliché of so much to do, so little time. In doing so, he looks for many similar partners in crime from his possessions and the multi-sensorial experiences that he can embark on, enabled by these possessions. Thus, the intention of the campaign is to position the new Honda CR-V as the perfect partner for someone who does and wants to do many wonderful things.

The agency decided that it in order to get the TG to relate to the CR-V the feel of the campaign should be like a series of fast paced mini videos; some homemade, some big screen material, much like the different points in time in the TG’s life and routine. The idea was to communicate that the CR-V is for people like him (the TG), because like him it has inexhaustible energy for life and adventure.

The film shows a man about 40 sitting in a studio while stylists, hair and make-up artists come and go, giving him different looks. He dons various looks that show the different lives he lives, the life of a fisherman, a golfer, a corporate czar, a chef, a scuba diver and a polo player. The film uses stop motion technique and is produced by Mud n Water.

Dentsu MArcom NCD Titus Upputuru said, “The idea was that after you reach a certain level in life, you are not asked “what you do” but “what do you like doing best”. Which basically goes on to say that the man has moved on from chasing one thing in his life but has moved up the ladder, and has developed many more interests and has started finding time to chase all of them. The all new CR-V in many ways, is both a metaphor and an enabler of this way of living.”

Dentsu India national planning director Narayan Devanathan said, “The Honda CR-V is one of those few vehicles, even for a class of people who are accomplished, that qualifies as the car that’s talked about on a bumper sticker that says “When I grow up, I want to be a ....”. A goose-bump inducing car and drive deserved a simple but classy idea that could do justice to them. And much like the many lives that the CR-V enables, one look at it inspired many ideas on how to create engaging communications around it. What you see is what rose to the top (like the ones who will drive the CR-V). But every idea we had was as fun and engaging.”

Latest Reads
Flipkart announces integrated brand communication campaign

There are a host of dates earmarked in India’s annual calendar where consumers wait with bated breath to partake of the celebrations. Clearly figuring in this list is the ‘The Big Billion Days’ (BBD), that has been made popular by Flipkart over the past two years. As a concept, Big Billion Day was...

MAM Media and Advertising Ad Campaigns
Colors campaign inspires men to take over Sunday chores

Colors has launched a new movement called #SundayIsHerHoliday. The campaign -- one Sunday at a time -- is inviting every man (and woman) to participate. The goal of the campaign is to inspire and help men take over the Sunday chores of women, so she can get her much needed time off.

MAM Media and Advertising Ad Campaigns
betterU launches Diwali campaign #FestivalOfLearning

India’s online learning marketplace, betterU, has launched a unique Diwali campaign #FestivalOfLearning across its digital platforms.The campaign aims at helping people think differently about their purchases, and highlights the importance of investing for the long term on the auspicious occasion...

MAM Media and Advertising Ad Campaigns
BBH India creates live radio spots for Abbott

BBH Mumbai has released a case study on the first ever live radio spots for Abbott's The Race of Possible’ campaign, which received overwhelming response in India.

MAM Media and Advertising Ad Campaigns
Abhibus's 'Har Safar Mein Aapka Hamsafar' Mahesh Babu, India’s online bus ticket booking platform, has announced superstar Mahesh Babu as their brand ambassador. He will also feature in the company`s marketing campaign called 'Har Safar Mein Aapka Hamsafar' (With you on all your journeys, wherever you go).

MAM Media and Advertising Ad Campaigns
Posterscope rolls out 'Frooti' OOH campaign

MUMBAI: Posterscope India from Dentsu Aegis Network has rolled out a massive OOH campaign for Frooti to make the consumers Live #TheFrootiLife. The core objective of the campaign is to create high visibility and impact for Frooti in the OOH space. Targeted at audiences aged between 15-35 years, the...

MAM Media and Advertising Ad Campaigns
Q2-17: DB Corp revenue up, radio operating profit doubles

DB Corp Limited (DB Corp), home to flagship newspapers Dainik Bhaskar, Divya Bhaskar, Dainik Divya Marathi and Saurashtra Samachar reported 10.5 percent higher consolidated revenue for the quarter ended 30 September 2016 (Q2-17, current quarter) as compared to the corresponding year ago quarter....

MAM Marketing Brands
P Mark TVC features Boman Irani

MUMBAI: P Mark, the front-runner in the mustard oil segment in India, has unveiled its new TV campaign ‘one specialist to another’. Reinforcing its commitment as specialists and educating the masses about the taste, the new TVC pays tribute to P Mark’s exceptional taster in the category.

MAM Media and Advertising Ad Campaigns
Officer's Choice Blue snacks launches a new TVC campaign

Officer’s Choice Blue has launched a new advertising campaign ‘Salute to Banta Hai’ - communication that repurposes its long-standing platform of the ‘Good Samaritan’. The four TVC’s narrate testing situations, in slices of everyday life, and defines their actions to make for a better and caring...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories