Honda Activa plays on popularity, pens 'wah wah wah’ chant

Honda Motorcycle and Scooter India (HMSI) has aired a campaign for its new Activa 3G. The TVC created by Dentsu Marcom has been on air since 4 July 2015.

The film opens with local artistes singing in a train passing through picturesque hills. The lead singer sings along the tunes of the retro classic ‘Cheel cheel chillaake… arey wah wah wah’ song, until one of the singers spots the new Activa passing by. The protagonist bursts out singing ‘Activah Vaah Vaah’ instead. Co-passengers see the new Activa and join the song. The train and the scooter bid adieu while crossing another Activa, with a couple riding and waving with joy.

YS Guleria, SVP - sales and marketing, HMSI, 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 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 ‘Arrey wah' (Oh wow), Activa has become Activah!’ The song and the train came soon after,” said Titus Upputuru, NCD, Dentsu Marcom.

Abhinav Kaushik, VP -- account management, Dentsu Marcom, added, "The communication of the Activa 3G is a tribute to the ubiquitous scooter that paved the way for this segment since its inception. This communication not only celebrates the previous Activa variants and owners but would also influence new consumers to become a part of the Activa family by bringing home the new Activa 3G."

The campaign straddles print, outdoor and digital, besides the TVC.

Credits

Client: Honda Motorcycle and Scooter India
Creative agency: Dentsu Marcom
National creative director: Titus Upputuru
Creative team: Titus Upputuru, Jitendra Kaushik,
Account management: Yuichi Toyoda, Abhinav Kaushik, Sunil Singh, Shivam Dua, Kovid Ummat
Planning team: Anand Murty, Rabia Sooch
Films: Dawa Tsering Lama
Director (film): Amit Sharma
Producers: Azad Anesh, Prafull Sharma
Production house: Chrome Pictures
DOP: Tapan Basu
Post production studio: Pixion, Bandra
Music credits: Abhishek Arora
Editor: Dev Jadhav