HMSI takes wing, to say ‘Honda is Honda’
Watch the corporate campaign conceptualised by Dentsu Marcom here
Jul 21, 2014 02:04:00 PM | Video | Campaign India Team Share -
Honda Motorcycle & Scooter India has launched a corporate campaign themed ‘Honda is Honda’. The integrated campaign made its debut online before being released on mainstream media, beginning with TV on 15 July.
The film features a group of skydivers jumping off two planes, and gliding across the sky while forming the Honda logo - the wing symbol. Watching the spectacle from the ground below are a motley group of people, including villagers, cheering children, young women on a scooter, foreign tourists and brand ambassador Akshay Kumar. The film is interspersed with people riding Honda two wheelers, visuals alternating between the brand’s logo on the bikes and the one formed by the divers in the sky. Kumar’s voice surmises, ‘Zameen se jab hum paon utathe hain, pankh apne aap lag jaate hain” (When we take our feet off the ground, we get our wings). The film ends with the message ‘Honda is Honda’.
YS Guleria, vice president-sales and marketing, Honda Motorcycle & Scooter India, said, “‘Honda is Honda’ is not just another campaign but an important one to announce the start of a new era as ‘Only Honda in Indian two-wheeler industry’; Honda has unleashed wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity –the ‘Wings’ as it is makes inroads into rural environs. ‘Honda is Honda’ is our most ambitious 360-degree campaign and the first ever launched from the digital platform followed by other media.”
“We wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off ground. When birds fly, they lift their feet off ground. The brand had this incredible symbol, which we hadn’t leveraged. So it all came together in ‘Zameen se jab hum paon utathe hain, pankh apne aap lag jaate hain’. Brand Honda gives an experience no other brand can,” said Titus Upputuru, NCD, DentsuMarcom.
Creative agency: Dentsu Marcom
National creative director: Titus Upputuru
Creative team: Titus Upputuru, Jitendra Kaushik, Vishal Mittal, Brijesh Bharadwaj, Vivek Verma
Account management: Yuichi Toyoda, Abhinav Kaushik, Sunil Singh, Farhat Naim, Shivam Dua, Punya Vats
Planning team: Anand Murty, A Sai Karthik
Films chief: Suprotim Day
Production house: Good Morning Films
Director (film): Shashank Chaturvedi
Producer: Robin D’Cruz
Executive producer: Vikram Kalra
DOP: Jason West
Music: Pankaj Awasthi
Lyrics: Titus Upputuru
Post production: Good Morning, Famous