Honda Motorcycle and Scooter India has rolled out a film through which it aims to show how Indians are bouncing back on their feet while navigating through the Covid-19 pandemic.
Conceptualisd by Taproot Dentsu, the film is titled 'India ke do pahiya' (India's two wheels) and calls on viewers to not just resume work post the pandemic, but also succeed more than before.
Yadvinder Singh Guleria, director, sales and marketing, Honda Motorcycle and Scooter India, said, “The campaign emphasises upon India’s diversity, equality and inclusivity in taking the nation forward amidst the challenges of the new normal post pandemic. The idea was about 'we not me' - showcasing how just like Activa, the nation and its active people together - 'India ke do pahiye', are the two wheels of progress. The film salutes the spirit of all active Indians as they stand united to overcome these challenges. Ushering in the wave of positivity, the film showcase how each one of us in our own capacity, represent the resilience, determination and dedication with which our country is emerging stronger. In this journey, as a true and trustworthy mobility partner, Activa – the highest selling scooter brand in India, symbolises ‘India ke do pahiye’, delighting millions of Indians.”
Titus Upputuru, creative head, Taproot Dentsu, said, “Activa has been around for two decades and having by far the best visibility across length and breadth of the country. Activa is synonymous with the two wheels moving India. As we look at our country and how it is getting back into shape, we felt that actually all of us are contributing towards it by being the two wheels of India. Each one of us are doing our bit to get India back on its feet. This campaign is a salute to the relentless spirit of India and only a leader brand like Activa can do this kind of salutation. The brief was to capture this spirit and movement of India bouncing back. We went around shooting all kinds of actions on legs in our daily pursuit of living, which was an unusual experience for us!"
Abhinav Kaushik, office head, Taproot Dentsu, added, "This was a sort of catharsis for the agency and much beyond a brief. The task was not to just create a brand campaign for Activa, but almost write an ode to the indomitable spirit of India. The approach was 'simply to amplify' as Activa is loved by multiple generations of consumers across India and it was only fitting that a brand of Activa’s stature talked about how India and Indians are making a comeback after the most difficult times. The spirit of humanity to rise from a crisis and the spirit of every Indian to stride positively has been beautifully captured in ‘India ke do pahiye’ concept."