MxMIndia

Tag: Honda

  • Launches a hunt for next motorcycling talent

    Castrol collaborates with LCR Honda, Viacom18

    By Our Staff

     

    Castrol Power1 has joined forces with Viacom18 network for reality shows, and Rajni Academy for Competitive Racing (RACR), bike-racing academy. Together, they are set to launch a motorcycling talent hunt.  Actor-influencer and avid biking enthusiast, Karan Kundrra, will headline the content series.

     

    Said Sandeep Sangwan, Managing Director of Castrol India Limited: “Castrol Power1 presents India’s Ultimate Motostar on MTV, is a platform uniting motorcycle enthusiasts, enabling them to showcase their skills and train with the best in India and LCR Honda Castrol MotoGP™ Team in Europe. This initiative underscores Castrol POWER1’s unwavering support for India’s racing community, invigorating and nurturing their passion for premier motorcycling.”

     

    Added Lucio Cecchinello, Owner and Team Principal of the LCR Honda Castrol MotoGP Team: “Castrol’s collaboration with Team LCR Honda symbolises our shared vision of pushing boundaries, fostering innovation, and consistently achieving outstanding performance, both on and off the racetrack. Collaborating with Castrol India Limited on the search for ‘Castrol Power1 presents India’s Ultimate Motostar on MTV’ is a testament to our commitment to tap into India’s moto-racing landscape and elevate it. We are eager to witness the extraordinary moto-racing talent in the country and expect a tremendous response to this initiative.”

     

    Said Mahesh Shetty, Head – Network Sales, Viacom18: “This partnership underscores our dedication towards crafting solutions that intricately weave brand USPs into engaging narratives. Viacom18 is always known for interesting reality formats and with ‘Castrol Power1 presents India’s Ultimate Motostar on MTV’ we harness the passion for premier motorcycling racing and elevate it through captivating storytelling. This format specifically created for Castrol, is a prime example of how we seamlessly integrate brand uniqueness into our content, ensuring that it stands out and leaves a lasting impact.”

     

  • It is mostly insurance and public service advertising which has used and abused Yamraj, notes Sanjeev Kotnala

    Stereotyping Yamraj in Indian Advertising

     

     

    By Sanjeev Kotnala

     

    Sanjeev KotnalaThere are only two truths in life. Birth and death. Death creates maximum insecurity, Thus, Yamraj, the lord of death. In Hindu mythology, Yamraj presides over the cycle of death and rebirth, ensuring the proper record of karma and deciding on the soul’s destination and journey after death. Death is a sensitive subject in oyr culture and spirituality. Hence one would think that the representation of Yamraj in advertising requires a thoughtful and respectful approach. However, Indian advertising has stereotyped Yamraj, presenting him as trivial and comical. There seems to be no risk when using and depicting Yamraj in advertising. It is mostly Insurance and Public Service Advertising (PSA) which has used and abused Yamraj.

    One understands that the depiction of Yamraj needs innovative, creative representation that is contemporary and relates to the generation while respecting traditional understanding and symbolism. In fact, a few brands like Fevicol M-Seal and Max Life Insurance have used death in their communication. It is a subject I have earlier written in ‘Slice of death – advertising’.

     

    Yamraj and Insurance

    Life insurance and death are interlinked. The life insurance brands are forced to hint and touch on the subject of death and they do it wisely with sensitivity smoothening the fear of death. However, Yamraj, the lord of death, is not often used, and when used is a stereotypical character.

    Policy Bazar, in the past has, humorously connected death and insurance. This time Policybazar.com has used Yamraj to answer the simple truth about not delaying buying an Insurance policy to protect the family against life’s uncertainties like death and disease. It used a market and Hospital situation to make sense of the suddenness and uncertainty of death. The message is simple ‘Taalo Nahi, Le Daalo’ (Don’t delay, just buy it’ addressing the issue of procrastination in purchasing a policy.

     

    Edelweiss Tokio Life Insurance has used activation with the Yamraj character to drive home the road safety message in their campaign ‘Yamraj to Rescue’. It focussed on reminding the people about following traffic rules, crossing only at the Zebra crossing, driving only when the light turns green, and using helmets and seatbelts.

     

    Yamraj And Food

    Yamraj is comical in Namaste Desi Ghee advertising.

    In the advertisement, Yamraj comes in to take Dadima’s soul. Dadima asks him to wait, serves food, and shares that the tasty food uses Namaste Desi Ghee. However, she also informs him that she won’t be able to cook such delicious food in heaven as the brand will not be available. Yamraj takes some food for the way and extracts the promise that he will come and Dadima will serve him food made in Namaste Ghee.

    The concept of death is used playfully, making one smile even though Yamraj is more of a joker in the advertisement.

     

    Yamraj And Deals.

    Snapdeal.com campaign highlighted ‘irresistibility’ with deals on the site. They are good enough to entice Yamraj, the God of Death, who grants life to the person who offers him a deal. The ads about the man parachuting,  delivering the package, Hospital and Runner, are simple and straight, demonstrating how Yamraj uses the deals on Snapdeal. Delivery person edits, and both are simple- straight.

     

    PSA Helmet And Yamraj.

    Honda has a simple Helmet On Life On campaign. Here, Yamraj monitors who is wearing a helmet and who is not. It humorously brings alive the silly excuses for not wearing the helmet and the possibilities.

    Western Indian Railways used Yamraj as an activation device to deter people from crossing or trespassing railway tracks. Chennai Traffic Police has also used Yamraj in the ‘Drink and be driven’ campaign. And the local government in Andhra Pradesh, Uttar Pradesh, Uttarakhand, Bengal and Bihar used Yamraj to drive home the caution message during Covid.

     

    Net-Net

    I am not sure if the comical depiction of Yamraj is acceptable, right or wrong, as I understand and appreciate creative freedom and its boundaries. The character has limitations and has been used mainly by Insurance brands and in PSA. However, brands like Everest sheets and even IPL had a Yamraj ad. Then there is the BJP ad using Yamraj against Kejriwal. Effectively, it has to be a real humorous or the direct association between the brand and message to effectively leverage Yamraj or  one ends up with an ad like Jaquar. Using death can be more straightforward.

     

  • The campaign aims to connect with brand enthusiasts and a new generation of customers

    Dentsu Creative campaign for Honda

    By Our Staff

     

    Dentsu Creative has launched a fresh campaign for Honda Cars India. Titled ‘A Honda Goes Beyond’, the campaign aims to connect with brand enthusiasts and a new generation of customers.

     

    Commenting on the campaign, Ujjwal Anand, Executive Vice President, Dentsu Creative India said, “Honda’s promise to its customers is to go the extra mile, to make sure that every Honda journey is a joy and delight for them; and this goes way beyond just the drive, the engineering, and the cars. It is a commitment to every side of the ownership experience. Honda aims to fulfill all expectations, delighting its customer at every touchpoint throughout their relationship, and therefore, ‘A Honda Goes Beyond’.”

     

    Added Takuya Tsumura, President and CEO, Honda Cars India Ltd. commented, “The current campaign is a celebration of the bond that the customers share with Honda and the company promises to go beyond in everything that they do. Honda’s journey in India has been nothing less than spectacular and the credit goes to our customers who have bestowed their trust in Honda’s premium cars for the last 25 years. It has always been our endeavor to keep customers at the center of our products and services.”

     

  • Honda Life Saver Board campaign judged as the best campaign

    Tribes Communication wins Dragons of Asia Awards

    By Our Staff

     

    Tribes Communication has finished at the top with 10 metals at the Dragons of Asia Awards 2021. The big win came on the back of two Golds, one Silver, 2 Bronze and 4 Black metals. The highlight though was the Blue Metal for the Honda Life Saver Board campaign, which was adjudged as the best campaign In India.

     

    The body of work that won the title spanned across 6 of the 17 different categories that were recognized-a fitting acknowledgment for the incredible breadth and quality of work created by the talented teams from both Ignite Mudra and The Max, working tirelessly within the Tribes Group to raise the bar on both creativity and effectiveness.

     

    The wins came for Honda’s Ganapati Festival campaign “Life Saver Board”, which endeavoured to save countless lives during the immersion of lord Ganesha during the festival of Ganpati in Maharashtra and Kansai Nerolac’s Durga Puja campaign “Shera Para Shera Pujo”, which aimed at a go green initiative by collecting plastic waste from across the state of West Bengal and turning it into public benches.

     

    Other metals were won for “NBA in my Backyard”, aimed at promoting the NBA games in India and Michelin’s “Drive the Change” campaigns.

     

    Gour Gupta
    Gour Gupta

    Said Gour Gupta, MD, Tribes Group: “It’s been a tumultuous journey over the last two years through the pandemic, but we at the Tribes Group came together to create the best possible outcome. As a team, we broadened our horizons and created avenues that were unknown to us. These wins are a testament to the tireless efforts put in by the teams and also our clients who believed in the work that we do and help us create campaigns that are both, thought provoking and bring about a positive change.”

     

  • Campaign breaks today for Honda’s revolutionary first BS-VI two-wheeler – the all new Premium Activa 125 BS-VI

    Honda starts a quiet revolution for its new BS-VI offering

    By A Correspondent

     

    Honda Motorcycle and Scooter India has lifted the curtains of its 360-degree campaign ‘A Quiet Revolution’ the  Activa 125 BSVI.

     

    The campaign, conceptualised by Dentsu One, aims to highlight the unique feature of eSP technology i.e. silent start.

     

    Speaking about ‘A Quiet Revolution’ campaign, Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India said: “By launching a BSVI two-wheeler six months ahead of emission norms, Honda is all set for a quick, silent and innovative start into the new era. The new Activa 125 BSVI campaign is inspired by something everyone has all experienced, right from our birth to school, college and so on… the desire to replace noise with the power of silence. The revolutionary eSP technology, industry first features of Activa 125 BSVI bring to life the meaning of ‘A silent revolution’. And adding the perfect spice to this campaign is Twinkle Khanna shushing Akshay in the end yet again.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “When we talk of technology, the usual direction is to go all techno and sci-fi. We thought why not make technology a little friendly. That’s why, we went the ‘keep quiet’ way. It’s true that all of us have been told to keep quiet more than once in our lives. People love peace and quiet. We thought let’s get Akshay to play the central character and make him speak about this life truth.”

     

     

  • Developed by Asatsu DK Fortune Communications (ADK-Fortune), the campaign is on air across all popular channels

    Honda launches new TVC for CB Shine SP

    By A Correspondent

     

    Honda Motorcycle and Scooter India Pvt. Ltd. has rolled out its latest 360-degree campaign – ‘Effortless Style Gets Sportier’ for the CB Shine SP. Developed by Asatsu DK Fortune Communications (ADK-Fortune), the campaign is on air across all popular channels.

     

    Said Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India: “The new CB Shine SP ‘Effortless style gets Sportier’ campaign differentiates the CB Shine SP rider as someone who doesn’t have to try hard to look stylish, he is effortlessly stylish naturally. And now he gets an extra boost of sportiness which makes him a bonafide style icon.”

     

    Added Subroto Pradhan, Managing Partner, ADK Fortune Communications: “The new Honda CB Shine SP has gone up a notch above with its sportier looks and features. It truly mirrors the riders’ imagery whose effortless style exudes a certain charm. In a rather playful and sporty way.”

     

     

  • The ‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine

    Honda launches new campaign for CB Shine

    By A Correspondent

     

    Honda Motorcycle and Scooter India has introduced its latest film for motorcycle brand, CB Shine. Developed by Dentsu One, the‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine whilst taking forward the core idea – ‘Shine Karna Sabko Accha Lagta Hai’.

     

    Said YS Guleria, Senior VP – Sales and Marketing at HMSL: “A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates.”

     

    Added Titus Upputuru, National Creative Director, Dentsu One: “When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways”.

  • 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.”

     

  • 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.

     

  • FM radio network 92.7 Big FMpartnered Honda Cars to attain the Guinness World Record for the longest journey by a car in a single country

    Big FM partners Honda’s amazing feat

    By A Correspondent

     

    FM radio network 92.7 Big FMpartnered Honda Cars to attain the Guinness World Record for the longest journey by a car in a single country. Honda’s campaign – the Honda Amaze Longest Drive Through Amazing India – kicked off on September 15 and culminated on Nov 9 achieved the Guinness World Records. The campaign was supported by on-ground activities and on-air promotions across 30 stations of the 7 BIG FM network, connecting with Honda fans and dealers to create a buzz about their power campaign.

     

    Speaking on the occasion, Hironori Kanayama, President & CEO of Honda Cars India Ltd., said “We are happy to announce that Honda Cars India has added yet another milestone to its journey by entering the Guinness World Records.”

     

    Speaking of the partnership, Ashwin Padmanabhan, Business Head, 92.7 BIG FM stated, “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.”

     

  • 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