Until now, Honda was perhaps the only major car manufacturers in the Indian market that didn’t have a presence in the small-car segment.
Honda Siel’s joint venture in India has now announced the launch of the Jazz; its first foray into the small-car segment. A source has reported that Honda Siel Cars India (HSCI) has called for a pitch for the creative duties of the Jazz. The source reveals that about eight agencies, including Dentsu, will compete for the new business. The media duties for the Jazz will be handled by Dentsu Media. Dentsu Media already handles the media duties for all Honda brands in India – City, CRV and Accord while Dentsu handles the creative duties.
Honda is reported to have already had a preliminary meeting with the agencies. The company will now shortlist a few agencies, and then brief them. The source explained that the initial rounds will be more strategy-led, while the final round of presentations will have a creative angle to it.
The Jazz will be in direct competition with Skoda Fabia, the yet-to-be-launched Fiat Grande Punto and the Hyundai i20. It was introduced in other world markets in 2001 and its launch date in the Indian market has been postponed to June 2009.