Ad Campaigns
Dentsu One creates campaign for Honda City
MUMBAI: Honda Cars has joined hands with Dentsu One to roll out a high-decibel ad campaign titled ‘Worlds Ahead’ for the launch of ‘New Honda City 2017’.
The new 2017 Honda City has redefined not just the segment but the category with its class-leading exterior and interior features. The campaign highlights the car as being leagues ahead and above the competition. In the TVC, City has positioned itself as being more than just a car with ‘one class above’ attributes. Thus, to create excitement in the already saturated sedan segment, the new City redefines the segment codes by introducing ‘one segment above’ attributes to the mid-size sedan. The 4th Gen City aims to attract younger buyers, hence, this TVC has been developed in a way that resonates with younger audience.
The TVC features ‘Honda City 2017’ being driven through the street. The car, in a sequence of shots, is seen flaunting its features, supported by a sound track ‘Worlds Ahead’ playing in the car and a voiceover that explains how you are and have been Worlds Ahead!
Talking about the campaign, Honda Cars India senior VP — marketing & sales Jnaneswar Sen said, “The communication proposition truly puts City and the target buyer at a notch above the rest. The tonality resonates with the younger audience who is an achiever and with whom people would like to emulate.”
Dentsu One NCD Titus Upputuru said, “The City is India’s Sergey Bubka, the Russian Pole Vaulter. Like him, the car is always beating its own game. With its class-defying features, the new Honda City 2017 has gone leaps and bounds ahead of its competition. The campaign celebrates this thought and shows the protagonist, like the car, driving in a world of his own, as the lines in the end of the film conclude, ‘Your world is different from the rest because you are and always have been Worlds Ahead’”
Dentsu One senior VP Abhinav Kaushik added, “This Honda City is a definitive segment-defying car. To showcase this, the communication had to make a higher-order statement and thereby repositioning the rest as mere ordinary. The new Honda City ushers in a new world of itself with superlative technology and remarkable design.”
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
