Honda taps digital space to woo consumers ahead of Jazz launch

To reach out to prospective young buyers, Honda Cars India has started campaigning activities on social media platforms to promote its soon-to-be launched new generation premium hatchback 'Jazz' in the country.
The carmaker, which sells various models including mid-sized sedan City and multi purpose vehicle Mobilio, is tuning into social media such as Twitter, Facebook and YouTube to tap young buyers.
"Nowadays young people spend a lot of time surfing online content via computers as well as mobiles. As part of build up for the launch of the Jazz, we have lined up a slew of initiatives across the digital space to attract target customers," Honda Cars India Ltd (HCIL) Senior Vice-President (Marketing and Sales) Jnaneswar Sen told PTI.

As part of the campaign, the company has started a contest on Twitter, launched a teaser film on YouTube, loaded content on its Facebook page and opened a micro site specifically for the new model on its website, he added.
"So launching all these initiatives in the digital space is the best way to reach the young buyers," Sen said.
Based on the attributes of the new generation Jazz, which is packed with futuristic and aspirational styling, it will definitely attract younger set of customers, he added.
HCIL plans to launch the third generation Jazz in the country in the next quarter. Honda so far has launched over 50 lakh units of previous generation models of Jazz across the world, including the US and Japan.

In India, Jazz was first launched in 2009 with a hefty price tag of over Rs 7 lakh which was later slashed by Rs 1.6 lakh. In 2013 the company stopped production of the car in the country.