Honda Motorcycle and Scooter India has rolled out a new campaign for its gearless scooter Activa-i.
The campaign, created by Dentsu Marcom, comprises of a TVC, outdoor, print and digital legs.
The film opens with a shot of a man shown getting ready to leave for work. It is evident from his expression that he is looking forward to it. This is followed by shots of two women happily getting ready to step out. From here the film cuts to the road, where these three people and many more are shown riding on the Activa-i. The soundtrack takes names of the riders and asks them to ‘udh’(fly), bringing out the ease in riding the scooter. The film ends with a voice over introducing the features of the new scooter.
On the campaign, Yadvinder S Guleria, vice president, Honda Motorcycle & Scooter India, said, "From its first family scooter Activa, Honda has always understood the pulse of the nation in its journey as undisputed leader in the automatic scooter industry. Addressing the need of today’s customers, Honda has now brought the next revolution in personal lightweight mobility. The new Activa-i empowers Indian customers to be “Ready to fly”. The dream mileage of 60 kmpl powered by the revolutionary Honda Eco Technology, features like combi-brakes, lightweight and compact design ensure that Honda is the customers’ trusted partner for every empowering ride."
Titus Upputuru, NCD, Dentsu Marcom, said, “As children, most of us have played the chidhya udh, totha udh, maina udh game. It’s when we become adults and start leaving our homes and begin earning that we actually start ‘udhna’. The game combines with young men and women setting out of homes with optimism to inspire young people to come out of homes and ‘fly’. This also brings alive the iconic symbol of Honda, the wing mark, in a refreshing manner.”
Abhinav Kaushik, VP, account management, Dentsu Marcom, added, “Today’s young generation is not ridden by any past baggage. They are supremely confident, they think differently, they have a can-do attitude and they are charting new territories. They are willing to ride into the future knowing fully well what they want out of life. This expression ‘udh’ or ‘ready to fly’ captures the mindset of this generation that has the desire to excel, follow their own direction and happily take on the challenges of the life ahead.”
View the print campaign:
Client: Honda Motorcycle & Scooter India
Creative agency: Dentsu Marcom
National creative director: Titus Upputuru
Branch head: Harjot Narang
Creative team: Titus Upputuru, Vishal Mittal, Jitendra Kaushik, Brijesh Bharadwaj, Vivek Verma
Account management: Yuichi Toyoda, Abhinav Kaushik, Sunil Singh, Farhat Naim, Shivam Dua
Planning team: Narayan Devanathan, Anand Murty, A Sai Karthik
Films chief: Suprotim Day
Director (film): Aniruddha Sen
Producer: Suparna Chatterjee
Production house: Electric Dreams Film Company
Post production studio: After
Music credits: Amar Mangrulkar
Editor: Amit Chitnis