Honda Motorcycle and Scooter India has rolled out the first TVC for its bike CB Hornet 160R. The film has been conceptualised by Dentsu Marcom. The bike was launched in India last year.
Two scenarios run parallel to each other before converging at the end of the film. One of these is a man at the gym, with rippling muscles, straining to exercise even more. The other set of visuals are from a factory, where the CB Hornet 160R is being assembled. A young man gets into the bike and zooms off, crossing another similar motorcycle at one point. The film ends with the message ‘Built After You’.
Yadvinder Singh Guleria, SVP – sales and marketing, Honda Motorcycle and Scooter India, said, “The 150cc-180cc segment is leading overall motorcycle growth. Customers of this segment demand best performance without any compromise in styling, which reflects their inherent aggressive go-getter attitude towards life. Inspired by them, Honda launched the new CB Hornet 160R, heralding a new era of Street Naked Sports biking in India. Through this TVC, we have tried to showcase the attributes like unbridled power, ambition, sheer hard work and precision that goes behind sculpting those perfect bodies, be it today’s youth or their machine- the CB Hornet 160R. Within just four months of its launch, the CB Hornet 160R has stuck an immediate resonance with the customers and this TVC will definitely help us soar to even greater heights.
Titus Upputuru, national creative director, Dentsu Marcom, said, "The human body is incredibly built. It’s the greatest machine that is ever built on earth. And increasingly, more than ever before, gyms are mushrooming all over the country, in basements, on terraces, and in swank glass buildings. The new CB Hornet 160 is for this new generation that is as much passionate about building their bodies as it is about motorcycles."
Abhinav Kaushik, VP account management, Dentsu Marcom, added, "The consumer of 150-180cc motorcycle segment wants a motorcycle that’s purely like him – high on performance, advanced in technology and unique in style. The new CB Hornet 160R is a unison of all of these and it stands differentiated on its overt physicality and the naked-aggressive design. The bike truly mirrors the metrosexual who rides it and epitomises his bold in-your-face attitude."
The film went on air and was live on digital channels on 23 April 2016.
Client: Honda Motorcycle and Scooter India
Creative agency: Dentsu Marcom
National creative director: Titus Upputuru
Creative team: Titus Upputuru, Rajesh Minocha, Abhinav Karwal, Sumanyu Singhal, Yudhajit Mukherjee, Nandini Pathania
Planning team: Anand Murty, Ajinkya Pawar
Films: Dawa Lama
Director (film): Bharat Sikka
Producer: Salil Khurana
Production house: Flying Pigs Production
DOP: Jo Eken Torp