Dentsu to handle Honda Jazz account

The agency won the business following a multi-agency pitch.

Dentsu, an integrated advertising agency, has won the creative mandate for Honda's hatchback Jazz, following a multi-agency pitch. Dentsu Marcom will lead the proceedings of the business. The process of this pitch was conducted over a couple of weeks, spread over the months of February and March.

The mandate of the agency is to create a unique and differentiated positioning for the new Jazz in the market. The agency will work on a holistic communication strategy aimed at establishing multiple facets of the newly launched hatchback.

On winning the account, Harjot Narang, executive vice president and branch head, Dentsu Marcom, says, "It is both prestigious and challenging to be chosen to partner a global success story like the Jazz. Honda Car India has achieved the excellence in engineering that Honda is known for, world over, and Dentsu now has the opportunity to create communication for this brand that we believe will fuel the success of Jazz in the Indian market."

Commenting on bringing on board Dentsu Marcom as a creative partner, Jnaneswar Sen, senior vice president, sales and marketing, Honda Cars India, adds, "At this juncture, we needed a partner who understood our business and brand objectives, and Dentsu Marcom clearly demonstrated that with a very clear approach, that aimed at creating an exciting premise for the new Jazz. I am confident this partnership will create standout communication."

Dentsu India became a 100 per cent subsidiary of Dentsu Inc., Tokyo in 2011. It comprises four independent, full-service advertising agencies - Dentsu Communications, Dentsu Marcom, Dentsu Creative Impact and Taproot India; a media arm Dentsu Media; and digital agencies - Webchutney and Dentsu Digital.