Honda Motorcycle and Scooter India (HMSI) has launched an integrated campaign for its new automatic scooter model Activa 125. The campaign has been conceptualised by Dentsu Marcom. The print campaign broke on 10 June while the TVC aired four days later.
The new launch is targeted at male professionals and businessmen aged 30 to 39 years in metros and other major cities, informed an agency statement.
The film features a male protagonist stepping out of his house with a box of gifts. He rides out on his Honda Activa 125. In tune with an accompanying sound track, a host of people congratulate him along the way. These include women in the neighbourhood, a traffic cop, children in a school bus, a lady in a boutique and even a newly married couple. He reaches his destination greeted by a bunch of children (possibly in a school/orphanage), where he distributes the goodies in the box. A voice over explains that when nice guys step up in life, there is no envy, even as the features of the new vehicle are showcased on screen.
Titus Upputuru, NCD, Dentsu Marcom, said, "Owner's pride is known to cause neighbour's envy. But we realised there are exceptions. We applaud and feel happy for people who are nice and cheerful. When we were briefed on the new 125cc more powerful, more stylish variant of the iconic Activa scooter of Honda, we thought it's a clear story of upgrade. So instead of going the regular path of envy, we zagged.”
“There comes a time when one simply basks in the glory of a journey well-travelled, of a life well lived. It isn’t flash or pomp or pageantry that matters. Instead, there’s a confident assertion of one’s identity that’s evident to all those around. And a perfect partner for all such people is the Activa 125. ‘Step Up’ to greater power, the fantastic legacy of India’s largest scooter brand and let the world celebrate as you ride on,” added Anand Murty, VP – planning, Dentsu Marcom.
An HMSI statement said the campaign will also have OOH, digital and cinema legs.
Client: Honda Motorcycle and Scooter India
Creative agency: Dentsu Marcom
National creative director: Titus Upputuru
Creative team: Jitender Kaushik
Account management: Abhinav Kaushik, Sunil Singh, Farhat Naim, Shivam Dua, Punya Vats & Yuichi Toyoda
Planning team: Anand Murty, A Sai Karthik
Films chief: Suprotim Day
Production House: 7 Films
Director (film): Lloyd Baptista
Producer: Ravneet Mahajan
DOP: Vishal Sinha
Post production studio: Prime focus
Music: Hanif Sheikh