MxMIndia

Category: MARKETING

  • Rolls out a newly conceptualized digital campaign for the latest smartphone

    Motivator unveils new campaign for Lava V5

    By A Correspondent

     

    Motivator has launched the ‘#NeverMissAShot’ digital campaign for the latest flagship smartphone from Lava, the V5. The catchy campaign aims at increased user engagement via the digital medium to experience the fast autofocus feature of the device.

     

    Lava is known for creating smartphones that deliver superior camera capabilities. V5 is designed to deliver a good photography experience as it comes equipped with advanced features such as Samsung 3M2 ISOCELL Sensor and PDAF (phase-detection auto-focus). The PDAF feature helps the camera focus much faster and more accurately on moving objects ensuring that no moment is missed.

     

    The Lava V5 campaign evolved from the fact that people miss capturing moments on their smartphones due to inferior camera capabilities. The innovative digital approach allowed users to engage and drive conversations through digital media by sharing GIF posts, partaking in Youtube challenges and mobile ads. The idea was to create a buzz around Lava V5’s advanced camera feature of fast auto focus which ensures that people never miss a shot.

     

    Commenting on the launch of the campaign, Solomon Wheeler, Vice President & Head Marketing, Lava International Limited said, “Digital is a very important platform in our category and it plays a key role across all stages of the consumer’s purchase cycle. We were exploring options to get the right partner on board for the brand’s digital mandate and as part of that process Motivator was recently signed up as the AOR. With smartphones becoming an indispensable part of consumers’ lives, camera has become so much more important. It is now their primary camera device and they believe in capturing and sharing moments on the go. For this product, digital was the right platform to reach out to our target audience. Single minded focus was on communicating the camera experience led by PDAF, through engagement and driving conversations around the product. With ours’ and Motivator’s combined expertise and understanding of consumer behavior online, the campaign has delivered excellent results so far.”

     

    Commenting on the launch of the new campaign, Rajiv Khurana, General Manager North & National Head Business Development and Partnerships, Motivator said, “Through this campaign, we wanted to break the traditional approach of educating consumers about a new smartphone feature. For Lava V5, our aim was to launch a unique, interactive and engaging campaign which could represent the fast auto focus feature of the new smartphone. We are thrilled to see the user engagement levels that the campaign has managed to draw. We worked closely with our creative partner ‘Uthconnect’ to envisage this cutting edge creative.”

     

    The campaign has received a good response, recording an additional 20,940 fans on the company’s Facebook page and more than 5 lakh likes on the posts shared. Moreover, the Lava Mobile Facebook page witnessed a four times higher growth rate and three times higher engagement score comparison to the average growth rate and engagement score of Facebook Pages of Mobiles and handheld devices from Asia.

     

  • The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of "TayyariJeet Ki", by positioning the new variant to be a partner in preparation for exams

    ‘TayyariJeet Ki’ pays ode to mothers in latest campaign

    By A Correspondent

     

    Cadbury Bournvita has unveiled a 360-degree integrated marketing campaign, to announce the launch of its new variant, Cadbury Bournvita Badam Booster. The campaign includes a new TVC, as well as extensive outdoor and digital activation, targeting the brand’s core target audience – mothers. The new TVC conceptualized by Ogilvy & Mather, reinforces the brand’s philosophy of “TayyariJeet Ki”, by positioning the new variant to be a partner in preparation for exams.

     

    Commenting on the launch of the campaign, Amit Shah, Associate Director, Marketing, Gum, Candy & Powdered Beverages, Mondelez India Foods Private Limited, said, “We are delighted to launch Cadbury Bournvita Badam Booster which will provide the nutrition of Cadbury Bournvita’s pro-health vitamins along with goodness of real almonds and honey to our consumers. We believe that parents are partners in their child’s journey and try to instill in them good habits which help them prepare and meet life’s challenges. Our latest TVC is inspiring, in an otherwise functional category, reinforcing the importance of the child’s overall learning over rote learning to score marks in exams. The TVC interweaves these insights into the Cadbury Bournvita philosophy of “TayyariJeet Ki” along with the unveiling of our new product Cadbury BournvitaBadam Booster.”

     

    Ryan Mendonca, Senior Creative Director, Ogilvy & Mather added, “”Progressive parenting is at the core of Bournvita’s advertising. We thought this new variant, BournvitaBadam Booster, could be a vessel to carry an alternative paradigm about exams and education. Truth is that under the pretext of education, real learning has taken a backseat. This film is a gentle reminder about where the focus of education should be. For us, this spot is another chapter in “TayyariJeet Ki.”

     

    The TVC starts with school principal addressing parents, on the eve of exams. The principal asks the assembled parents if they remember the marks they secured when they appeared for their standard 9th exams. Most parents do not remember, to which the principal confesses that she had herself just scored 59 per cent but highlights the fact that she still went on to become their children’s school principal. The principal further reinforces that a report card only constitutes of numbers and does not measure a child’s true potential. She concludes by suggesting that parents must focus on their child’s learning and not their marks. The film ends with the campaign tagline of ‘TayyariHar Exam Ki’, which summarizes the theme of the TVC.

     

  • Publicis Ambience, the incumbent agency on the brand has conceptualized and executed the campaign

    Skoda takes ‘Best-in-Next-Class’ positioning with Publicis

    By A Correspondent

     

    ŠKODA has launched the all new Superb with an aggressive positioning of ‘Best-in-Next-Class’. The ad shows a martial arts fighter standing under water, meditating and practicing his move as the voice-over takes the viewer through the campaign philosophy.

     

    Publicis Ambience, the incumbent agency on the brand has conceptualized and executed the campaign.

     

    Speaking about the campaign, Tarun Jha, Head of Marketing, Å KODA AUTO India, says – “The Å KODA Superb has always been our flagship product, and has a long heritage of delivering exceptional space, comfort and luxury. Our campaign highlights the new Superb’s ‘class beating’ attributes that makes it a real head-turner – more poised, expressive and emotionally-charged than ever before.

     

    Bobby Pawar, MD, Publicis Communications, says “The new Superb is a car that delivers above and beyond. It has class-beating performance machined into a sublime form. Our job, as we saw it, was to find a human metaphor that brought it alive.”

     

  • Rolled out with an outdoor presence at prominent locations in Mumbai, the campaign will also be activated on digital platforms like Facebook and Instagram

    Red Polka unveils ‘The Chosen One’ campaign

    By A Correspondent

     

    Red Polka, an online fashion discovery portal, has launched its first-ever marketing campaign to celebrate Womanhood. The campaign titled, ‘The Chosen One’ which is in sync with the brand tagline is to celebrate women and their achievements. In a broad sense, the life of a woman is truly a gifted one with both strength of character and delicate nature of her emotions. Vishakha Singh, Founder, Red Polka, and a firm believer in the aspects related to working women says, “The genesis of Red Polka is to enable amazing designers’ businesses and this campaign is dedicated to celebrate the chosen one.”

     

    The campaign showcases designers like Nishita Toprani of Little Pixie (Little girls clothing), Aradhana Nagpal, Dhoop, Diya Mehta of Diya Mehta Clothing, Devangee & Shruti of Vivat, Pooja of Intoto footwear. Rolled out with an outdoor presence at prominent locations in Mumbai, the campaign will also be activated on digital platforms like Facebook and Instagram.

     

    For Red Polka, it is not just about curating designs; it is also about storytelling of several designers. The campaign showcases designers with their element of design like floral bands for Nishita as she uses flowers in all her designs, a wooden goat from Assam for Aradhana as her design inspirations come from eastern part of the country, a tree for Diya Mehta, as she is inspired by a tree and her logo, carries a tree. Black and white raw effect has been given to give a real feel to the story.

     

    Vishakha Singh, Founder and CEO, Red Polka says, “In the last one year, Red Polka has been accepted by both designers and shoppers. The repeat visits by customers on our portal and renewal of designers’ registration with us is a testimony to the fact. While we celebrate womanhood every day, we decided to dedicate this week’s edition to be The Chosen One and rolled out a campaign to celebrate amazing stories from real life.”

     

    With the traffic on the site steadily rising, Red Polka has been undertaking strategic marketing initiatives. The company organized activation through Red Polka show, an offline and an online initiative in Powai and Bandra last week. This first ever exhibition saw a massive crowd of shoppers checking the spring collection.

     

    Vishakha Singh, Founder and CEO, Red Polka says, “We are overwhelmed with the response we got for ‘The Red Polka Show’. Because we handpick designers and their products, it is important to see the impact of curation and it was lovely to see bags in hands of shoppers with 75% of conversion at these offline shows. For a startup, these tractions add to the motivation to drive ahead.”

     

  • Carat won the mandate following a multi-agency pitch and will now handle the account from its Bangalore office

    Columbia Asia Hospitals appoints Carat India to handle their media mandate

    By A Correspondent

     

    Columbia Asia Hospitals, an international healthcare group operating a chain of modern hospitals across Asia, has roped in Carat India as their media agency. Carat won the mandate following a multi-agency pitch and will now handle the account from its Bangalore office.

     

    Vinay Kaul

    Commenting on the partnership, Vinay Kaul, VP Sales and Marketing – Columbia Asia Hospitals said, “To us, Carat came across as an agency that focuses on finding communication solutions keeping the business challenges at the centre. We wish Carat all the best as we embark on an exciting journey together.”

     

     

    Kartik Iyer

    Kartik Iyer, MD Carat India, added   “As we move forward, our goal is to create unique industry benchmarks for our clients. We are very happy to be associated with Columbia Asia Hospitals and look forward to a long-lasting and fruitful partnership with them. We also look forward to bring in our past experience in Healthcare communications to bear on this premium relationship we are getting into.

     

    Joydeep Raha, executive VP Carat South said, “The brief that the client has given us is very challenging. This is because while there are huge opportunities within the healthcare industry, a set of very unique challenges also stand to plague this unique category. Here, our task at hand therefore, is to fight those challenges and position Columbia Asia as a leading healthcare destination with the mission to deliver the best clinical outcomes in the most effective, efficient and caring environment.”

     

    For the record, Columbia Asia is one of the first healthcare companies to enter India through 100% foreign direct investment (FDI) route.

     

  • The creative was clean, simple and OOH friendly – focusing on giving investors what they needed most – Hope to still invest in the right investment tool

    DSP Blackrock unveils campaign on Tax Saver Fund offering

    By A Correspondent

     

    With the communication objective to ease financial worries of investors and to effectively inform the target group of the brand’s Tax Saver Fund, DSP Blackrock has executed its latest brand campaign. The rationale behind this communication was the concern that many investors have with respect to lack of information about tax saving instruments along with the stress building up due to time running out to invest before FY ending.

     

    DSP BlackRock capitalized on this opportunity and decided to target their brand communication to the audiences in an effective manner by playing on the ‘emotional factor’. The creative was clean, simple and OOH friendly – focusing on giving investors what they needed most – Hope to still invest in the right investment tool. The campaign communication was ‘You still have time to save tax’.

     

    Milestone Brandcom executed the campaign across 50+ cities.  Mumbai, Delhi, Bangalore, Kolkata, Hyderabad, Chennai, Pune, Ahmedabad were among the major metros. An assortment of large format media vehicles combined with all possible unconventional formats were employed for the campaign, like, cab branding, bus panels, double decker bus wrap, station panels, Volvo bus wraps and metro trains branding to name a few. In addition to this, for the first time ever, a mutual fund brand used tricycle branding in major corporate hubs and roadshows for Meru cabs. With over 2000+ media touch points & approximately 4.5+ lacs sqft. of exhaustive vinyl ensured that the entire country was plastered with DSP! The campaign began on 1st week of February’16 and continued for 3-4 weeks.

     

    Imtiyaz Vilatra

    “Mutual funds are considered to be a great investment option which offers you both, security and growth. It’s an effective way for investors to participate in financial markets in an easy, low-cost fashion. The media mandate to Milestone Brandcom was to create awareness on DSP Blackrock’s range of mutual fund investments & bring DSP on TOM recall while investing. The core communication objective was to build salience for the brand and maximize impact through high visibility and scale. To make sure that we reached the right audiences, we tapped every nook and corner of the cities, ensuring no stone was left unturned. We adopted the dominance strategy and executed a high intensity, all pervasive OOH plan across the key target markets. We ensured brand presence along every key arterial route & important transit junction, even the transit media,” said Imtiyaz Vilatra, Senior VP, Milestone Brandcom.

     

    Abhik Sanya

    Commenting on the campaign Abhik Sanyal, AVP Marketing, DSP BlackRock Investment Managers said, “Our communication objective was to simply inform masses to relax as we had the perfect solution to their tax saving trouble – DSP BlackRock’s Tax Saver Fund. The brief given to the agency was to build brand salience using the Out-of-home medium as a canvas. The campaign, executed by team Milestone, left no arterial route or media without our brand presence. The work done on OOH will be a critical success factor in the number of leads & enquiries & investments generated. Milestone Brandcom has delivered an excellent campaign right from planning to execution. As a result of this campaign, the brand has received great accolades from competition & other agencies alike. Through the month of February, DSP has reached out to millions of investors across the country & brand reach has received a tremendous boost.”

     

  • One-stop destination for all formats of Comedy

    Tata Sky launches comedy service on DTH

    By A Correspondent

     

    Tata Sky has added a new service to its diverse bouquet of content named Tata Sky Comedy. This would be the first ever interactive service on DTH in India that provides a single destination for all formats of Hindi comedy content.

     

    The service was launched by Pallavi Puri, Chief Commercial Officer at Tata Sky, along with Hiren Gada, ‎Director, Shemaroo Entertainment the content partner for the service. The launch event provided a glimpse of the service, unfolded by stand-up comedians Sugandha Mishra and Sahil Khattar, who are also a part of the service.

     

    Tata Sky Comedy offers original content created especially for this service along with the best of classic comedy TV shows like Nukkad, Ye Jo Hai Zindagi, Office Office and Zabaan Sambhalke. Every format of comedy content is being made available through this service – from filmy spoofs to fun movie reviews, from gags & pranks to faking news shows – Tata Sky subscribers will now have access to comedy content at their fingertips.

     

    The service is packed with rib-tickling content that is refreshed daily and plays 24X7, ad free. Tata Sky has partnered with Comedywalas, a unit of Shemaroo Entertainment for exclusive and new content such as Bollywood Tadka and Comedy Fatafat. The interactive section of the service features Jokes, Fun Quizzes like Dialogue baazi (based on dialogues from Bollywood movies) and a popular comic strip Suppandi, all of which is refreshed daily.   Pallavi Puri, Chief Commercial Officer, Tata Sky said, “With Tata Sky Comedy we aim to provide a fun way to relax for our subscribers. Comedy is a genre that the audiences have a huge appetite for and we believe there is currently a gap for a singular destination for all types of Hindi comedy content. We wish to fill that gap with this latest offering from Tata Sky. In partnership with Shemaroo, it is our attempt to provide a one-stop shop for popular comedy formats that will be available to subscribers 24 hours a day. ”

     

    Talking about their expertise, Hiren Gada, Director, Shemaroo Entertainment said, “We’re very excited to launch the comedy service with Tata Sky. Being a leading content aggregator and owner, our continuous efforts are to serve our audiences in new and innovative ways. Comedywalas is one such initiative from Shemaroo. Given the fact that comedy is such a universal entertainment genre, our efforts will be to aggregate, produce and curate some highly entertaining and fun programming.”

     

  • Kishore Biyani-led Future Group to bring out ads using word play to target Flipkart, Snapdeal and Amazon

    Flip the Cart, Snap the Deal and Amaz-Off. Future to tease ecom majors with ad offensive

     

    By Sagar Malviya & Pritha Mitra Dasgupta

     

    Future Group CEO Kishore Biyani, who’s never made a secret of his disdain for ecommerce rivals, plans to step up the offensive with a series of ads that use word play to target the three main marketplaces – Flip the Cart, Snap the Deal and Amaz-Off.

     

    This is probably the first time a brick-and-mortar retailer will engage in comparative advertising against online rivals, which have been grabbing share by discounting products.

     

    After nearly three years of deep discounting, most online sellers are now pulling back from this strategy in a desperate effort to shore up their finances, making them vulnerable on this front. Ecommerce discounts are now mostly limited to select brands such as online exclusives, old merchandise and own labels.

     

    The combined losses of the three leading online companies — Amazon, Flipkart and Snapdeal — ballooned to Rs 5,052 crore in FY15 from Rs 1,000 crore in the year before as they sought to build market share. At the same time, several brickand-mortar retailers clocked double-digit same-store sales growth last year, a reversal from the trend in 2014 when physical stores reported subdued demand as ecommerce players wooed away consumers.

     

    As part of the Future exercise, three newspaper jacket ads on Friday will direct shoppers to its Brand Factory discount outlet instead of hunting online for better prices in a manner reminiscent of the pot shots that Pepsi and Coca-Cola took against each other in the 1990s.

     

    The theme will be continued inside the stores, with staff and cashiers wearing T-shirts with messages such as ‘My deal got snapped’ and ‘My cart got flipped’. The 40 or so Brand Factory stores will also wear new facades and selfie zones with the same theme targeting Flipkart, Snapdeal and Amazon.

     

    “We just want to prove the point that both our merchandise assortment and pricing are better compared to online companies. We need to make consumers aware of this fact,” said Biyani, adding that Brand Factory’s gross merchandise value (GMV) in the year to March 2016 was Rs 3,500 crore. Future is India’s biggest listed retailer.

     

    “While we use sales numbers to talk about performance, we are bigger than Myntra or Flipkart in terms of GMV,” he said. As part of its Great Offline Denim Festival, Brand Factory will sell nearly a dozen brands such as Levi’s, Benetton, Lee, Wrangler and Pepe jeans at a 50% discount for three days.

     

    Future has fired ad shots at ecommerce before. For instance, “You can’t take the nation for granted even for a day,” was aimed at Flipkart’s Big Billion Day sale in 2014.

     

    Snapdeal has taken digs at Flipkart and Amazon with its campaign tag line: ‘You don’t need a billion offers to amaze you. You just need to snap the best ones’. It also had about 100 billboards in 20 cities emblazoned with the phrase ‘Achha kiya bata diya, #YahanSeKharido’ aimed at Flipkart, which was running the ‘Nahin khareeda? #AchhaKiya’ campaign last year.

     

    “The intent of a campaign is really crucial,” said McCann India CEO Prasoon Joshi. “Whether the campaign is offensive or not will depend on the intent of the brand. If the intent is shallow fun then it is different. But I personally believe that taking creative potshots at competition cannot be a long-term strategy.”

     

    Brick-and-mortar retailers are also investing in omni-channel strategies and experimenting with global models such as flash sales, such as by offering a single product for sale for a period of 24 to 36 hours. “We are planning flash sales where consumers can get discounts, coupons and offers on several brands by using an app but buying at physical stores for certain hours or days,” said Rajiv Prakash, cofounder of Shouut, which is in talks with Shoppers Stop, Oberoi Mall, Decathlon and DLF Promenade for deal-of-the-day sales.

     

    Source:The Economic Times

    Copyright © 2016, Bennett, Coleman & Co. Ltd. All Rights Reserved

    Licensed to republish

     

  • Campaign to play up the slice-of-life moments of the true Indian cricket fans

    Google launches new ad campaign by Lowe Lintas Delhi

    By A Correspondent

     

    With the excitement around the much anticipated ICC T20 World Cup, Google unveiled its latest Ad campaign highlighting a range of cricket Search features on its Google app.

     

    From a range of power packed features such as score updates to match schedules in English and Hindi these features offer a front row seat to all the games. The new Search experience also includes news articles related to games, teams and players, as well as score boxes with in-depth game stats.

     

    Further creating awareness around these new features, the two ad films highlight the benefits of the app. Conceptualized by Lowe Lintas Delhi, the new campaign helps communicate that cricket lovers can easily get answers to any questions about cricket through the Google App from score updates  to schedules, from cricket gear to trivia.

     

    Commenting on the new campaign, Sapna Chadha, Head of Marketing, Google India, said: “Being away from the action can be frustrating, but from today you’ll never have to miss another moment with the launch of new cricket experiences on the Google app.”

     

    Sharing his views on the creative approach behind the campaign, Arun Iyer, Chief Creative officer, Lowe Lintas said, “Die-hard fans of cricket will stop at nothing to get the updates on scores or any information related to cricket. This element has been captured beautifully through the two films that goes on to show that no matter what you cannot take cricket out of a fan, and it’s only through relevant and timely information that you can go one-up with them.”

     

    Adding to this, Naveen Gaur, President, Lowe Lintas said, “Cricket is the biggest passion of this country where every Indian is a bigger cricket lover than the next one. And as one of the leader brands creating a digital world, it’s only natural that Google becomes the most preferred platform for any cricket related queries”.

     

    The campaign will be aired during the upcoming T20 Cricket World Cup and also IPL 2016 and will span essential on and offline mediums.

     

  • The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel

    Ajay Devgn demonstrates Mahindra Blazo’s core attributes in new campaign

    By A Correspondent

     

    Automotive Giants, Mahindra and Mahindra Limited recently launched its range of trucks – Blazo. This is supported by a new TV campaign featuring Bollywood star Ajay Devgn created by Interface Communications.

     

    The commercial shows brand ambassador, Ajay Devgn, introducing the concept of FuelSmart and demonstrating how the switches work to help save maximum fuel. He then goes on to talk about the guarantees given by Mahindra Blazo.

     

    Mahindra launched this new range of trucks after an intense research on trucks and Indian transport. Based on its findings, Mahindra came out with the FuelSmart technology that comprises a powerful mPOWER engine and a multi-modal switch that helps the driver choose between Heavy mode, Turbo mode and Light mode based on the load and road conditions.

     

    Speaking on choosing Ajay Devgn as the brand ambassador, Rajeev Malik, Senior General Manager, Mahindra Truck and Bus Division said, “This film is all about exuding sincere confidence. We felt Ajay Devgn does exude sincere confidence in his own style. He is also very close to the Mahindra DNA in terms of a very masculine personality.”

     

    On the creative execution of the commercial, Joemon Thaliath, COO, Interface Communications said “The task for creative was to translate this excitement and confidence to truckers and people at large.”

     

    Robby Mathew, CCO, Interface Communications added “The challenge here was to match the directness of the message with Ajay’s understated style. I must say that the director Aloke Shetty has pulled it off very well.”

     

  • BIBA introduces a new digital film addressing the issue of Dowry system in India…

    BIBA seeks to #ChangeThePerception in latest campaign

    By A Correspondent

     

    After its powerful message on gender prejudice in arranged marriages, BIBA has come up with another gripping digital film on dowry-a social iniquity which is still prevalent in our society. The film was launched on the eve of International Women’s day to mark the day and to send out a strong message.

     

    The second film draws attention towards the mindset of the older generation, who still believe that dowry is the birthright of every groom on account of merely being a man. It showcases an average age couple who just have fixed a match for their son and a grandmother who still believes in seeking dowry; the reaction of the couple to this demand will leave the audience amused.

     

    The film subtly talks about the change that is slowly occurring in the minds of people as they realize that deep-rooted practices like dowry are archaic in value and hold no relevance in today’s vastly progressive world. This change in attitude has not just transpired in the bride’s family but also in the groom’s family.

     

    Sharing his views on this digital film, Siddharth Bindra, MD, BIBA said, “After a grand success of our first digital film, BIBA is pleased to present the second film of the campaign- #ChangeThePerception as a part of the Change Is Beautiful series. The feedback encouraged us to move forward and take up another, more serious social issue of the Dowry system. With this ad film we have attempted to take a different and positive take on the changing world. As an ode to womanhood, BIBA dedicates this ad film to the Indian woman on this International Women’s Day and beautifully captures the message of- Change Is beautiful. This film is all about embracing and celebrating that change.”

     

    Biba’s stand for changing ideologies in order to establish a forward-thinking society also managed to instate that change is always beautiful and better! The Chief Creative Officer of Brandmovers, the agency behind the conceptualization of this film and Biba’s digital agency on record, Suva Ghosh said,” Dowry has been a tradition in our country for years and still continues to be. We wanted people to realizethat their take on this issue is mistaken, especially the generation that still refuses to see it as a social evil through this witty take on the issue and extend BIBA’s stand of changing the convention”.

     

  • The new OOH campaign has been launched with the imperative of amplifying the buzz and spreading awareness about the new CB Hornet 160R among target audience

    Posterscope unveils new OOH campaign for CB Hornet 160R

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has unveiled a new OOH campaign for its recently launched CB Hornet 160R. The campaign will be executed by Posterscope India.

     

    The new OOH campaign has been launched with the imperative of amplifying the buzz and spreading awareness about the new CB Hornet 160R among target audience.

     

    The campaign cuts across 17 cities with a media space of 5 lac sq.ft. The wide range of media mix has been activated to achieve the targeted reach. Use of new innovative concepts to focus product features- like the specially created backlit hoarding to highlight the signature X-shaped tail light. The optimized campaign plan includes larger than life billboards, mall facades, bus shelters, metro branding, kiosks, institutional media and corporate parks.

     

    Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India said, “Ever since its launch in December, the CB Hornet 160R has stood out for its Raw, Real &Ripped appeal. Designed to set the pulse racing with its looks, aggressive styling and cutting edge performance, the CB Hornet 160R has caught the fancy of the youth. With the vehicle now available across Honda’s main network, this campaign is set to enhance the awareness among the target audience.We look forward to the OOH expertise that Posterscope India will bring to the table and help us build on this early success.”

     

    Commenting on the win, Haresh Nayak, ‎Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, “We are extremely happy to be associated with brand Honda. CB Hornet 160R with its macho looks and durable performance has already won hearts. We will further, ensure that the Street Naked Sports Biking momentum is continued throughout. This is an important win for us. We would like to extend our heartfelt thanks to have showed trust on us.”