MUMBAI Honda Cars India has appointed Mullen Lintas to handle the complete communications mandate for its new car variant to be unveiled shortly. Mullen Lintas won the business in a multi-agency pitch that saw three other agencies competing for the business. The mandate given to the agency is to launch the new brand through an extensive 360-degree campaign.

On appointing Mullen Lintas as its creative agency,  Honda Cars India  sales and marketing SVP Jnaneswar Sen said, "We are pleased to welcome Mullen Lintas on board as our brand and creative partner. We were impressed with the team's extensive experience in the automobile category. Their grasp of the challenge we had posed in our brief was good and the strategy and creative recommendations were very strong. We look forward to a long and mutually fruitful relationship with Mullen Lintas."

Commenting on the recent win by the agency, Mullen Lintas  CEO Virat Tandon said, “It's a privilege to be working on the Honda brand. The brief was extremely challenging and we found an interesting solution to that. The automobile category today is full of new car launches and our vast experience in the category helped us win the business. We look forward to a successful launch for Honda and hope to build a strong partnership with the team.”

Adding his views,  Mullen Lintas chairman and CCO Amer Jaleel said, "It's a great feeling to partner with a respected brand like Honda Cars. Not only that, the team at Honda are a great bunch of people and we really look forward to a long and mutually fulfilling relationship. We’ve already begun work around the first campaign, and are excited with the way it has turned out so far. Watch this space for more."

The company has expanded its product line-up and introduced new models in new segments, resulting in increased engagement with a younger customer base. Also, in order to suit the customers' digital-based life styles, the manufacturer recently launched Honda Connect - an intelligent and advanced information platform for customers.