Soho Square drives away with Honda Amaze

The new model will be launched next year and will be the first diesel car from Honda Cars in the Indian market.

Honda Cars India has chosen Soho Square Advertising and Marketing Communications, a part of the WPP Group, to handle its creative duties for the launch of its new model, Honda Amaze. The agency will handle the creative duties of the new vehicle, which is slated to hit the Indian market next year. The agency's Delhi office will service the account.

afaqs! had reported how Honda Cars India had initiated the pitch amongst its roster agencies - Ogilvy India, Grey Worldwide and Dentsu Communications - in October. Currently, Meridian, a part of Ogilvy India, handles the creative mandate of Honda Jazz.

Confirming the news, a spokesperson from Honda Cars says that the new model will be positioned as an entry level sedan. It will be available in petrol as well as diesel variants, making it Honda Cars' first diesel car in the Indian market.

"There has been a big shift from petrol to diesel in the last two years. Since there is a big demand for diesel, we sensed there was a lot of opportunity. We have been working on our diesel model for the last two years,"

the spokesperson adds.

Honda Amaze is on the same platform as the Honda Brio. It is targeted at consumers who want to upgrade from small hatchbacks to a small sedan. Hence, it will be positioned in-between the Honda Brio and the Honda City, the spokesperson says. Although the price of the vehicle was not divulged, it will be available across all Honda dealerships in the country.

According to Soho Square's website, an agency little known in India, it "provides clients with small, highly experienced teams that can nimbly access the network's vast services according to individual client needs and goals". Formed in 2003, Soho Square's clients include Yahoo!, Barclay's Global Investors and Avon. Even executives in the WPP group in India seemed unfamiliar with Soho and few details are available.