Internet might be the single most powerful tool for communication across the globe but India is a little different with television, along with print media, ruling the roost. In terms of impact, television supersedes all other mediums due to its advantage of conveying messages to illiterate people as well. Be it movies, toothpaste, banks or cars, everything today needs to be advertised through television commercials. Talking about cars, in particular, Japanese automaker Honda has launched a new TVC for its Amaze compact sedan, stating the model as “Amazingly Indian”. From what it looks like, Honda aims at multiplying the success of Amaze and connect with customers on an emotional level.
Diwali will be celebrated across the country on 23rd October and it will mark the peak of festive season in India, something that automakers would want to bank upon. The advertisement is an attempt by Honda to make Amaze a household name in the country. Depicting the time of a festivities in India, the TVC features a family looking to reach a relative/friend’s house during rush hours. Facing difficulties like narrow lanes, potholes, heavy traffic, crowded streets and bumps, the family finally reaches their destination. On reaching the house of friend/relative, the protagonist is asked if he had any issues in finding the way, to which he responds by saying, “Not at all.” The TVC ends with a voice over artist saying, “India jaisi amazing jageh ke liye, hum laye hain ek amazing gadi. Honda Amaze. Amazingly Indian.” This means that the compact sedan from Honda is perfect for tackling driving issues a driver faces on the country’s roads.
The advertisement is simple and something that most customers are likely to identified with quite easily. Nevertheless, some experts believe that the concept is old and there is nothing unique about the TVC. Sharat Kuttikat, Senior Creative Director at DDB Mudra-West, speaking to exchange4media, said, “The TVC definitely keeps you interested till the end – it's shot well, and an average Indian can relate to it. However, Honda, to me, has always been about the machine – the car and the technology running it. The TVC, in my view, establishes how the car is a compact, easy-to-drive vehicle, but fails to showcase a clear product advantage. Maybe there is no clear product advantage. In which case, the TVC does its job.”
On the other hand, the makers of the advertisement, spoke about how it is relevant to the product. Kapil Arora, President, Ogilvy Group-North, said, “The Honda Amaze has seen a spectacular run since its launch last year. It is a unique combination of Honda's technical superiority, a great value proposition and the pride associated with the Honda brand. As the Honda Amaze has been designed specifically to negotiate rough Indian road conditions, and to meet the unique needs of the Indian customer, we created a campaign reiterating those very virtues of the car - that the Honda Amaze is a sedan truly Made For India.”
