Honda has rolled out a film for its Activa 125. Conceptualised by ADK Fortune, the film targets those 9-5 office goers who look for more in life without taking on 'conventions'.
The film opens with our protagonist who is ready to go to work. As he's about the start his journey, a man stops by on a motorcycle with a guitar slung on his back and greets him with a sarcastic remark, ‘9 to 5 job huh?’. The protagonist replies by saying ‘Well I know how to make it 1-2 ka 5’.
Set to a song which takes on the 'Monday blues' and clips which show the man taking on daily work chores in a different manner with a smile on his face. Once the day comes to an end, he's back on his Activa to ride to meet a lady, who is visibly disappointed about him being late to arrive. He solves that by presenting her with flowers which he'd purchased earlier in the day and stored it in the bike. She smiles and gets on to the pillion seat and plugs in her mobile to charge on the bike. The film ends with the voice over introducing the bike and signing off with 'make life 1-2 ka 5'.
Yadvinder Singh Guleria, SVP - sales and marketing, Honda Motorcycle & Scooter India, said, “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. With the new ‘Make Life 1-2 Ka 5’ campaign, Honda is strongly communicating its 125cc advantage to the T.G i.e those ambitious young working professionals who want to make a powerful style statement on the go."
Subroto Pradhan, managing partner, ADK Fortune Communications, said, "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.”
The film is live on social media and on-air on television.
Client: Honda Motorcycle and Scooter India
Creative agency: Asatsu DK Fortune (ADK Fortune)
Creative team: Akashneel Dasgupta, Tamanna Virmani, Ritesh Narang, Prasenjit Bordoloi, Akshat Chopra
Planning team: Srishti khandelwal
Account management team: Subroto Pradhan, Jay Majumder, Pooja Kumari
Film director: Renato Novakovic
Singer: Akshat Chopra
Producer: Anand Wagle, Gautam Vaze
Production house: Full Circle
DOP: Volker Schellbach
Music: Aman Pant