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The much awaited Jazz is expected to be launched soon, and Honda has planned an ad spend of around Rs 15- 20 crore for it
afaqs! has learnt from sources close to the development that Meridian, the second agency of O&M, has won the creative duties of Jazz – the soon to be launched hatchback from Honda. The account will be handled out of the agency’s Delhi branch. Meridian recently opened its Delhi office, following its acquisition of the DLF Primerica account.
The decision on Jazz is the result of a multi-agency pitch, which was called for in December 2008.
Apart from Meridian, the pitch involved McCann's T.A.G., Wieden+Kennedy, Dentsu and JWT's second agency, Fortune ADAK. Dentsu handles the corporate duties and the creative duties for the company's various brands. Dentsu Media handles the media duties for Honda.
After a briefing, the agencies competed in a strategic and creative presentation. Sources reveal that Honda has budgeted an ad spend of around Rs 15 – 20 crore for Jazz in the Indian market.
Though exactly not a small car, the Jazz will be a hatchback of the new Honda City. In India, the brand will compete with Skoda Fabia, the yet-to-be-launched Fiat Grande Punto and the Hyundai i20.
The car, whose launch has been pushed to mid-2009, is expected to be priced around Rs 6 lakh. The Jazz was also showcased as a concept car at the Auto Expo 2008 in the Capital.
The Jazz was launched in 2001 in other markets of the world. Apart from its fuel efficiency options, the car is known for its stylish exterior and spacious interiors. However, the Indian version is expected to be launched with some modifications.