Honda creates a Guinness record for the longest drive through India
by Dharm Patel Marketing | January 29, 2015 | News
Honda 92.7 BIG FM
Honda’s latest campaign ‘Honda Amaze Longest Drive Through Amazing India’ achieved the Guinness World Records for registering as the ‘Longest journey by a car in a single country.’ The three-month campaign was flagged off at Jodhpur and went on to clock an astounding 23,800 kms during its drive, covering over 400 Indian towns across the length and breadth of India through mountainous terrains, coastlines, flat highways, congested city roads and the interiors of the country.
The campaign had Chetan Bhagat on board, who features in the video below, where he talks about all the places he visited as part of the long drive. 92.7 BIG FM comprehensively utilized its 30 stations spread across the country to meticulously support the campaign, held to promote the car Honda Amaze.
The brief received from the client saw the solutions and the sales team at BIG FM come together to explore options that would deliver effective results for the campaign. The team put together a national plan with elements that ensures maximum buzz and talk-ability around the innovative campaign.
The campaign was supported by all-encompassing on-ground activities and on-air promotions across the radio network, connecting with Honda fans and dealers to create a buzz about their power campaign. BIG FM went all out from inviting dealers into the studio to interact with the RJs, with RJs hosting live shows from across Honda showrooms interacting with customers through interesting games and other interactions and also collecting feedback.
Speaking on the occasion, Hironori Kanayama, President & CEO, Honda Cars India, said: “We are happy to announce that Honda Cars India has added yet another milestone to its journey by entering the Guinness World Records for the ‘Longest journey by car in a single country’. The drive through various terrains is testimony to the durability, quality and reliability of Honda Amaze. These qualities have found their way into the Indian market and the car has garnered excellent response from the customers.”
Speaking of the partnership, Ashwin Padmanabhan, Business Head, 92.7 BIG FM said: “It is our endeavor to offer audiences with clutter breaking and highly engaging content, while offering our partners the best solutions through the effective use of the powerful medium of radio. Having worked with Honda in the past we have a long standing association since they understand the power of radio. We are happy to have exclusively partnered with them on yet another exceptional campaign of driving through amazing India and further into the Guinness World Records.”
92.7 BIG FM has in the past worked closely with Honda on their property titled ‘Voice of Honda Brio’, which saw participants taking a test drive, post which they were given the opportunity to share their reviews on the radio network. This was accompanied with interesting segments like ‘Express your love for Brio’ and ‘Brio Love ka Time Check’. The campaign again was a success which has resulted in both partners synergizing excellently on various campaigns.
The brand tied up with 92.7 BIG FM to ensure optimal amplification across 30 stations and also had Chetan Bhagat feature in the video.