MxMIndia

Tag: Honda Motorcycle & Scooter India Pvt. Ltd

  • Developed by Asatsu DK Fortune (ADK), the campaign is now on air across TV channels and digital media

    Honda unveils latest campaign for Activa 125

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. has released the latest TVC for the ‘Frontastic’ Activa 125 automatic scooter. The‘Make life 1-2 ka 5!’ campaign celebrates how today’s young professionals maximize the excitement in their life with powerful Activa 125. Developed by Asatsu DK Fortune (ADK), the campaign is now on air across popular TV channels and digital media.

     

    Said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd: “The Honda brand is today synonymous with scooterisation. When we launched Activa 125 in 2014, the key communication objective was to showcase how Indian customers could now Step Up in life with Activa 125 (which was then India’s first 125cc automatic scooter). With the new ‘Make Life 1-2 Ka 5’ campaign, Honda is strongly communicating its 125cc advantage to the TG i.e those ambitious young working professionals who want to make a powerful style statement on the go.”

     

    Added Subroto Pradhan, Managing Partner, ADK Fortune Communications: “Today’s young professionals don’t want to be stereotypical. Constantly looking for newer trends, they love to make a statement with what they ride. Especially when it is a ‘frontastic’ stylish looking scooter-The Activa 125.”

     

  • In 2017, Honda 2Wheelers launched the 4th generation BS-IV and AHO compliant 'ACTIVA 4G' with new style and features like mobile charging port for connectivity on the go

    Honda speaks to the nextgen populace to promote Activa 4G

    By A Correspondent

     

    Honda Motorcycle & Scooter India (HMSI) has rolled out its latest film for its 4th Gen upgrade of Activa.  Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC was launched with the world television premiere of Jolly LLB 2 and has started running on air across popular channels from May 14,’17.

     

    The ‘Nayi Generation Hai’ campaign reinforces the top of mind recall for Honda’s fourth generation Activa both emotionally and rationally. The idea is to showcase how Activa 4G is playing an active role in the slice of life of India’s new generation. India’s psychographics is fast evolving and everyone in this new India is exploring something new. Be it the trending youth, WhatsApp-ing parents or jogging grandparents. The TVC is all about how India’s Nayi Generation is doing things differently and the new Activa 4G is their ride of choice.

     

    Said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd:“With trust of over 1.5 crore Indian families, Activa has grown to become India’s No. 1 selling two-wheeler brand. Its continuous evolution over the years in terms of technology, innovation and design ethos has made Activa relevant across generations. While retaining its core of trust and reliability, our astute communication has led Activa to gain top of consumer mindshare as well. The biggest insight when we started the TVC campaign was ‘A new generation in every generation.’ This is what the New Activa 4G television campaign captures… every age group is now a new generation and Activa 4G is made for them.”

     

  • Actor Akshay Kumar narrates Honda's 'CBS with Equalizer' technology

    Akshay steps up proposition for Honda’s latest technology offering

    By A Correspondent

     

    Celebrating the success of its advanced customer-centric technology – the Combi Brake System (CBS) with Equalizer, Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has unleashed a 360-degree marketing campaign to celebrate the milestone.

     

    The biggest differentiator of Honda’s CBS technology is the in-built Equalizer which distributes braking force proportionately between the front and rear wheels simultaneously by pressing just the left lever (in all Honda’s automatic scooters) or foot paddle (in 4 Honda motorcycle models). Brake force proportions have been set as best balance for all situations based on Honda’s 30 years of experience of CBS technology in the global markets.

     

    Celebrating this milestone, Honda 2Wheelers India has released a 360-degree marketing campaign where its brand ambassador and actor Akshay Kumar highlights the importance of balance – not only in life but also on the roads. Conceptualised by Dentsu One, a Dentsu Aegis Network Company, the TVC attempts to cement Honda’s imagery as the leader in bringing customer centric 2wheeler technology.

     

    Elaborating on this technology and its benefits, Yadvinder Singh Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “In 2009, Honda became the first two-wheeler company in India to introduce the proven CBS technology with the unique Equalizer advantage. In the new TVC, get ready to see Akshay once again in his inimitable Khiladi style, sharing how Honda’s unique CBS with Equalizer technology is lending balance to daily riding of crores of Indian customers.”

     

    “It was a challenging brief. We had to humanise technology and make everyone not only to understand things like Combi Brake System and Equalizer in a matter of few seconds but also make it engaging and memorable. The globe came handy. So did Akshay Kumar’s athleticism!” said Titus Upputuru, National Creative Director – Dentsu One.

     

     

  • The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R

    Dentsu crafts latest campaign for CB Hornet 160R

    By A Correspondent

     

    Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has premiered the TVC for its latest CB Hornet 160R. In sync with its aggressive warrior styling, the new commercial of CB Hornet 160R coincided with the world television premier of Bajirao Mastani.

     

    The campaign has been developed by Dentsu Marcom.

     

    Indian youth is supremely ambitious and confident, they believe in their dreams. Inspired by their dreams, Honda launched its faster, smarter and sportier marvel on two wheels –CB Hornet 160R in December 2015. Since then, the CB Hornet 160R is fast gaining acceptance among youth and sales have already crossed 50,000 units in less than five months since its launch.

     

    As a next step, the objective of the first TVC is to build on the early success of CB Hornet 160R and contribute to further consolidating Honda’s share in the 150-200cc motorcycle segment.

     

    The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R and its advancements in terms of performance, style and technology to the target audience.

     

    The film was conceptualised to show the inherent connect between new CB Hornet 160R and its identified target group. Today’s youngsters are clear on expressing themselves and work on their physical built as well as aggressive built of their performance bike.

     

    Similarly, the aggressive CB Hornet 160R is built to perfection carrying the minute details of reaching the ultimate perfection of built, quality and unmatched performance.

     

    The film explores the parallel journey of men building their bodies and the CB Hornet 160R being built in the factory. Fast-paced and edgy, the TVC, though visual and sound spectacle shows the coming together of, ‘building of the human body’ and ‘building of the bike body’, for road ripping ride. This is followed by thrilling shots of the riders creating an X on the tarmac that resembles the X-shaped LED tail lamp on CB Hornet 160R. The film ends with the tagline ‘Built After You’.

     

    Elaborating on Honda’s communication line for the CB Hornet 160R, Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “The 150cc-180cc segment is leading overall motorcycle growth. Customers of this segment demand best performance without any compromise in styling, which reflects their inherent aggressive go-getter attitude towards life. Inspired by them, Honda launched the new CB Hornet 160R, heralding a new era of Street Naked Sports biking in India. Through this TVC, we have tried to showcase the attributes like unbridled power, ambition, sheer hard work and precision that goes behind sculpting those perfect bodies, be it today’s youth or their machine- the CB Hornet 160R. Within just 4 months of its launch, the CB Hornet 160R has stuck an immediate resonance with the customers and this TVC will definitely help us soar to even greater heights.”

     

    “The human body is incredibly built. It’s the greatest machine that is ever built on earth. And increasingly, more than ever before, gyms are mushrooming all over the country, in basements, on terraces, and in swank glass buildings. The new CB Hornet 160 is for this new generation that is as much passionate about building their bodies as it is about motorcycles” said Titus Upputuru, National Creative Director – Dentsu Marcom.

     

  • The new TVC showcases the joy and pride of owning the scooter brand and gain new customers with Activa 3G through its new and fresh design along with technological excellence

    ‘Arey wah, Activah…’ croons HMSI in new TVC for scooter

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has aired its latest campaign for its latest Activa 3G. The new ad campaign for Activa 3G recreates the sense of pride, joy and community amongst customers. The TVC has been created by Dentsu Marcom and is running on air across channels. The new TVC showcases the joy and pride of owning the scooter brand and gain new customers with Activa 3G through its new and fresh design along with technological excellence.

     

    The objective is to further strengthen the leadership stance for brand Activa, showcasing the joy and ride of owning the country’s No.1 scooter brand and gain new customers with Activa 3G.On the other hand, Activa 3G offers a new and fresh design along with technological excellence.

     

    To further reinforce leadership, Honda has introduced the Activa 3G (Activa 110cc with a new look) for customers looking for a new and fresh design along with technological excellence. The target group for Activa 3G is fairly spread over a broad range of age group; ranging from young professionals/businessmen, residing in metros and other major cities.

     

    The film starts with the shot where local artists are singing in a train passing through picturesque hills. The protagonist aka lead singer, sings along the tunes of the retro classic ‘Cheel cheel chillaake… arey wah wah wah’ song, until suddenly one of the singers spots the new Activa passing by. The protagonist automatically bursts out singing ‘Activah Vaah Vaah’ instead. Co-passengers in the train also look out and see the new Activa and join the song as the train and the scooter travel together until the end when they bid adieu while crossing another Activa with a couple riding and waving with joy.

     

    Y. S. Guleria, Sr. Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “Ever since Activa was rolled out on Indian roads 14 years ago, it has not only emerged as a category leader but has also created a special place in the hearts of millions of customers. With innovations and improvement in technology, Honda has differentiated themselves in terms of product offerings to consumers. With refreshed design, new looks and enhanced technology Activa 3G is sure to win accolades and carve a niche for itself.”

     

    “When we learnt that the nation’s favourite scooter for 14 long years is going to come in an all new avatar, we said ‘arey wah, Activa has become Activah!’ The song and the train came soon after,” said Titus Upputuru, National Creative Director – Dentsu Marcom.

     

  • As a sequel to its first campaign, the 2nd TVC of Dream series carries forward the intriguing story of the first campaign

    Honda undertakes Round 2 of marketing blitzkrieg for its motorcycles

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has aired its second TVC campaign. With this campaign Honda is showcasing its new and exciting 2015 editions of Dream series motorcycles (CD 110 Dream, Dream Neo, Dream Yuga).

     

    As a sequel to its first campaign, the 2nd TVC of Dream series carries forward the intriguing story of the first campaign. Part II sees Akshay Kumar return with a bang in his triple role odyssey. The TVC portrays 2015 edition of Honda Dream Series as the natural extension for varied customer range – aspirational class, stylish youth or even the classy office goer.

     

    The campaign has been created by Dentsu Marcom. It will be on-air in 100 + channels across all genres till June end.

     

    Objective of the campaign:

    Despite weak sentiments in the 100-110cc motorcycle segment, Honda continues to gain momentum with its Dream series. The first campaign was successful in leading the consumers on higher level of awareness of the Brand’s multiple product portfolio in the segment under Dream series. The sequel is expected to take the desire of the customer to conviction of owning one.

     

    Brief:

    The brief was to create a campaign that attempts to consolidate Honda’s mass product offering under 2015 cosmetic upgrades of Dream Series motorcycles.

     

    The three distinctive propositions from a consumer point of view are:

    Dream Neo – Durable and Sturdy motorcycle

    Dream Yuga – Stylish offering in the 110cc stable

    CD Dream 110 – Value for money variant with an unmatched legacy of ‘CD’.

     

    Approach:

    The communication approach aimed at bringing together dream series for the consumer who has varied needs and motivations through the point view of the users.

    Honda’s brand ambassador Akshay Kumar was used to portray the varied customer range and to personify Dream Series motorcycles as an extension to rider’s image. It is an interesting case study that highlights the need and emotions of a customer that propels them to purchase a motorcycle.

     

    Film Descriptor:

    The film opens with the protagonist’s father (played by Akshay Kumar), who is sitting in a courtyard with an elderly man and a girl. The father is joined by his 3 sons or, the main protagonists (also played by Akshay Kumar) who arrive on their respective Honda motorcycles (Dream Yuga, Dream Neo and CD 110 Dream). The father approves of the girl to be his daughter-in-law but leaves it to her to decide who out of his three sons she would choose.

     

    The first protagonist deemed as ‘Durable and Sturdy’, is an amalgamation of style at the best possible deal. His motorcycle reflects the aspirational class in the tier-2 cities. The second protagonist or ‘the Stylish’, is a reflection of the young audience who likes to flaunt his cool lifestyle through the second Dream Series motorcycle. The third protagonist, is a middle aged office goer who understands the value of money and thus, desires classy motorcycle that is value for money.

     

    The plot unravels beautifully when girls’ father introduces his other two girls and these two look exactly like the girl present there earlier. Amused by the co-incidence of facing 3 identical brothers, one of the girls isn’t able to resist the opportunity and cracks a witty remark which leaves all the siblings in raptures. Finally the film concludes with a shot of the father getting a picture clicked with his sons, who are sitting on their respective bikes behind him with their partners as pillion.

     

    Company Spokesperson:

    “Honda’s Dream series in mass motorcycles has gained immense goodwill of over 10 lac customers in India and the new 2015 new edition of popular Dream series motorcycles is now available in market. Keeping in mind the diverse psychographics and demographics, the 2nd TVC creatively brings out the unique attributes of Dream series that are Damdaar, Samajdaar and Style ka Bhandaar through Akshay Kumar in his 3 avatars joined by their life partners complimenting the respective lifestyles. By doing so, we are emotionally connecting and reinforcing brand Honda to the customers of mass motorcycle segment,” said Yadvinder. S. Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd

     

     

    “The first ad for Dream Series featuring the three motorcycles started as a range ad. But with the success of the campaign we thought we will take it a step forward to show the journey of these three brands into the hearts of the consumers with newness. So we brought in three brides for the three grooms. The bride’s father at the end signs off with the same line we had last time ‘Teeno ek se badhkar ek’ and Akshay Kumar the father completes it by saying ‘par teeno ke ragon mein khoon toh ek hee hai’ which speaks of the Honda DNA. It was fun creating a sequel!,” said, Titus Upputuru, National Creative Director, Dentsu Marcom

     

  • The television campaign has been created by DentsuMarcom and is on air across channels

    Honda unveils new campaign for CB Unicorn 160

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt.Ltd. (HMSI) has kicked off its off latest TVC for Honda CB Unicorn 160. In line with thepropositionof Honda CB Unicorn 160, the campaign projects ‘an all-rounder personality’. It goes beyond hard hitting style-quotient to embrace riders for what they are- a stylish commuter made to rejuvenate their city-riding experience. The television campaign has been created by Dentsu Marcom and is on air across channels.

     

    The objective of this novel campaign is to further reinforce presence and increase market share in 150cc-180cc segment by leveraging the legacy of brand Unicorn in a new stylish avatar.

     

    The campaign aims to capture maximum market share in the stylish category within the 150~160cc segment.Aimed to leverage the legacy of brand Unicorn and further, solidify HMSI’s presence in the category by converging existing and prospective users of CB Unicorn.

     

    The film shows the protagonist getting ready and sitting on the new CB Unicorn 160. One gets to see all the new styling elements in the CB Unicorn 160 that makes the rider and the bike look good. Then the protagonist rides out on the road when a little boy on a bicycle rides from a by lane and starts chasing. Seeing this, the protagonist on the new Unicorn 160 slows down and lets the boy overtake him. The boy thinking he has won, exults. The protagonist smiles to himself and rides away.

     

    YS Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd,said, “The TVC has been pictured beautifully to bring out the elegant appeal of CB Unicorn 160 as well as it stresses on the personality of the rider. Honda Unicorn has been a household name for performance and reliability in the 150-160cc category; with newHonda CB Unicorn 160 we aim to redefine the category and raise the barwith a differentiated style, superior performance andbest in class mileage with Honda Eco Technology (HET).”

     

    “The new CB Unicorn 160 isakin to the man who rides it, does not just look good, but also is inherently good. CB Unicorn has always been known to be a solid, reliable motorcycle. Now with added looks and power of new 160cc engine, it promises to attract more consumers and offers a great combination in the segment,” said,Titus Upputuru, National Creative Director- DentsuMarcom.

     

  • TVC is aimed at bringing together the dream series for the consumer who has varied needs and motivations through the user's POV

    Honda unveils new campaign for Dream Series

    By A Correspondent

     

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has aired its latest advertisement campaign for its Dream Series mass motorcycles – Dream Yuga, Dream Neo and CD 110 Dream. The TVC has been created by Dentsu Marcom and is running on air across channels. The new TVC is aimed at bringing together the dream series for the consumer who has varied needs and motivations through the user’s point of view in the 100cc – 110cc segment.

     

    The new campaign has been launched with the imperative to establish ‘Dream Series’, as the definitive range from HMSI that answers many consumer needs and motivations.

     

    The protagonists along with their motorcycles reflect how people have different wants and dreams in life, while the first protagonist is a transitional stage who aspires to have a blend of style at the best possible deal, his bike reflects the aspirational class in the tier-2 cities, the second protagonist is a easy going youth who loves to flaunt his coolness through his lifestyle, the bike has an amount of refinement being an extension to himself. The third protagonist, is a middle age office going person who understands the value of money and prefers things which are value for money yet classy.

     

    “Honda’s leadership in technology has been well established in the market. With Dream Series we aim to strengthen our presence in the mass motorcycle segment. The Dream Series blends a range of motivations along with the joy of buying a bike. With the HET technology and reliable Honda engine as it’s core. The TVC campaign further reinforces Honda’s trusted technology and its commitment towards hinterlands,” said YS Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd

     

  • The TVC showcases how Honda is carrying forward the legacy of brand Activa by further strengthening and expanding its foothold through the new two-wheeler in a hitherto unexplored 125 cc sub-segment

    Honda unveils new campaign for Activa 125

    Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has commenced its new Ad campaign titled ‘Step-up’ for its latest entrant in the ATSC (Automatic Scooters) category- Activa 125. The TVC has been created by Dentsu Marcom and is running on air across channels. The new TVC showcases how Honda is carrying forward the legacy of brand Activa by further strengthening and expanding its foothold through the new two-wheeler in a hitherto unexplored 125 cc sub-segment.

     

    The objective of the campaign was to build on the legacy of Activa, and position the newest launch Activa 125 as the undisputable choice for the ‘nicest people’ who have not just progressed in life, but also created a lot of goodness and niceness with every step up in life.

     

    “Honda, the undisputed leader in 100-110 cc sub-segment of the ATSC segment, now aims to further strengthen the legacy of brand Activa with the new Activa 125. It delivers superb power and exciting pickup. Activa 125 comes with HET – Honda Eco Technology that gives it a world class mileage. Other exciting features- metal body, digital meter and telescopic suspension allow customers to step up with style in life like never before,” shared YS. Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd.

     

    “Owner’s pride is known to cause neighbour’s envy. But we realised there are exceptions. We applaud and feel happy for people who are nice and cheerful. When we were briefed on the new 125cc more powerful, more stylish variant of the iconic Activa scooter of Honda, we thought it’s a clear story of upgrade. So instead of going the regular path of envy, we zagged,” shared Titus Upputuru, NCD Dentsu Marcom.

     

    “There comes a time when one simply basks in the glory of a journey well-travelled, of a life well lived. It isn’t flash or pomp or pageantry that matters. Instead, there’s a confident assertion of one’s identity that’s evident to all those around.  And a perfect partner for all such people is the Activa 125. Step Up to greater power, the fantastic legacy of India’s largest scooter brand and let the world celebrate as you ride on,” said Anand Murty, VP Planning- Dentsu Marcom.