Dec 15, 2008

Mktg - Which agency will Jazz it up for Honda ?

Neha Kalra

Among all the major car manufacturers in the Indian market, Honda is perhaps the only one that did not have a presence in the small-car segment so far.

Now, Honda Siel's joint venture in India has announced the launch of the Jazz, its first foray into the small-car segment. afaqs! has learnt from reliable sources that Honda Siel Cars India (HSCI) has called for a pitch for the creative duties of the Jazz.

Honda cars have been on Indian roads for around 10 years now. Currently, Dentsu handles the creative duties for all the Honda brands in India – City, CRV and Accord. The media duties are looked after by Dentsu Media.

The source reveals that about eight agencies, including Dentsu, are in the race for the new business. The media duties for the Jazz will be handled by Dentsu Media.

It is learnt that Honda has had a preliminary meeting with the agencies. Following this, the company will shortlist a few agencies, and then brief them. The initial rounds will be more strategy-led, while the final round of presentations will have a creative angle to it, says the source.

HSCI has postponed the launch date for its premium hatchback to June 2009. This much-awaited car will have the same platform as that of the new Honda City and is expected to be powered by a specially developed 1200cc engine. Honda had showcased the Jazz as a concept car at the Auto Expo 2008 in New Delhi.

The Jazz will compete directly with the Skoda Fabia, the yet-to-be-launched Fiat Grande Punto and the Hyundai i20.

The Jazz was first introduced in 2001 in other markets in the world. It has been praised for its stylish exterior and spacious interiors, besides the fuel efficiency for which Japanese cars are famous. According to some media reports, the Indian Jazz will come with some modifications, as compared to the model being sold in other countries.

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