Campaign Spotlight

Campaign Spotlight: Taproot Dentsu’s latest campaign for Honda says women are driving more than just cars

INDIA — Honda Cars India has released a powerful video across all its social media channels, saluting women who are driving many things in their own worlds.

Honda Cars India has a modern take on the role of women in today’s society. Conceptualised and executed by Taproot Dentsu India, the creative agency from the house of dentsu international, the 1-minute-long film titled ‘More than just cars’ shows a montage of stunning black and white photographs that show women in the middle of action, taking charge and leading course of things. The film shows a woman coaching a man in a board room, a woman conducting an orchestra, a businesswoman working alone in a big glass cabin, a woman teaching a child, a woman working in overalls, a rock star kind of a woman on stage standing up for a cause, a woman giving an interview and a woman innovating with tech. Each photograph is captioned with titles like Opinions, Culture, Offices, Economy, Conversations, Causes. The film ends with the super, ‘We love the way you are driving more than just cars’.


Talking about the campaign, Titus Upputuru, Creative Head, Taproot Dentsu, Gurugram said, “Women have been sort of at the receiving end when it came to the general perception about their driving skills on the road. Seeing a car that is driven not so smoothly, men are often heard saying, ‘Aah must be a woman’. We thought we will change the conversation and show how in today’s world women are driving so many things – offices, economy, cultures, values. They are leading conversations. They are navigating thought leadership. Honda is a brave client to provoke this sort of conversation in the context of driving – that there are far more important issues and women are driving many things other than just cars.”


Agency: Taproot Dentsu, Gurugram
Creative Head: Titus Upputuru
Head of Office: Abhinav Kaushik
Account management: Atul Rao, Smriti Tewari & Aaina Singh

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