Honda takes the experiential route to promote its new 'City'


Honda Cars India unveiled its new City variant, with a diesel-powered engine as well. Looking to win back the top slot in the sedan segment, overtaking top placed rivals Hyundai Verna and Volkswagen Vento, Honda hopes to use the higher fuel efficiency of its diesel variant as a unique selling proposition (USP). It has already received 9,500 orders for this new City variant.

It also commenced its new ad campaign titled ‘A Greater Drive’ for its all new 4th Generation Honda City. First introduced in India in January 1998, Honda City has sold over 4.3 lakh units across the country and has been called as the country’s most successful sedan. As per the company, the all-new Honda City, developed as a global sedan, embodies the best of Honda’s technologies to deliver advanced sporty design, best comfort and best fuel efficiency. The TVC is created by Dentsu. Apart from TV and print activation, the company is also betting big on experiential initiatives. “Once the initial showroom rush stabilises itself, we shall look to explore experiential campaigns to promote this new model,” said Jnaneswar Sen, SVP Marketing & Sales Honda Cars India Ltd.

Already having launched Honda Brio and Amaze this fiscal, this new City comes as the third launch by Honda. It is looking to launch the new Jazz and Mobilio in the next quarters. The company is positive about the response it looks to receive via amplification of brand message and word-of-mouth, two avenues its terms as successful. It has experimented with experiential initiatives with Honda Brio earlier, and looks to replicate that for the new City. Even with Amaze, the company saw high rise in demand due to the positive reviews spread by existing customers. “We are looking at the revival of lost marketshare with the launch of this new City. We are confident about segment leadership,” added Sen.

The launch was conceptualised by Wizkraft.

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