Honda Siel Cars appoints Blazar for digital marketing

By afaqs! news bureau , afaqs!, New Delhi | In Digital | May 27, 2011
The agency won the account after a pitch process which involved five-six prominent digital agencies in the country.

Honda Siel Cars India, a joint venture between Honda Motor Co and Siel India, has roped in digital agency Blazar for digital media marketing. The agency has won the account after the pitch process, which involved five-six prominent digital agencies in the country.

Speaking to afaqs!, Nitesh Kumar, associate director, Blazar, says, "We will handle both digital creative and media functions for Honda Siel Cars. The automobile company has plans to use digital marketing for all Honda brands, including City, Jazz, Accord, Civic, CR-V, and the yet-to-be-launched Brio in India."

Search, social, display and mobile marketing will be employed to promote the Honda Siel Cars brand in the country. Kumar has declined to reveal the exact digital media strategy that will be used to promote Honda Motors brands. According to him, the marketing strategy will be finalised on a campaign-to-campaign basis.

Though the agency has not revealed the digital marketing budget of Honda Siel Cars, afaqs! has learnt that the automobile brand will spend less than Rs 5 crore on digital media in this financial year.

Anita Sharma, assistant vice-president, marketing communications, Honda Siel Cars India, says, "We aim to further strengthen Honda's digital presence in the market, and were looking for an agency with 360-degree approach in this field. Blazar emerged as the strongest contender. Its digital direction and creative ideas were most impressive, and we look forward to a fruitful partnership."

For the record, Honda Siel Cars India has recently awarded its traditional media duties to ZenithOptimedia India. The size of the traditional account is estimated at Rs 100 crore.

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