Honda CB Trigger sends youth an ‘Untame’ message

Honda Motorcycles and Scooters India has launched a campaign for its 150cc sports segment bike CB Trigger, conceptualised by Dentsu Marcom. The film went on air on 12 October.

The film shows a young man moving on a sliding trolley from one scene to another, while a child’s voice is heard singing in the background. The first scene is that of a party, where his friends do up his hair, dress him up and hand him a guitar. A voice over asks, “Do they make my choices?” As he moves to a gym setting and is handed dumbbells, he is heard asking himself, “Do they build my identity?” When a girl decks him up in a bow tie and hands him a huge stuffed doll, he asks, “Do they define my life?” As the scene shifts to a lab where scientists cage him and put a ‘Tamed’ tag on his enclosure, asks, “Do they write my destiny?” He then breaks free saying, “I Don’t belong to them, I belong to myself”, as the bike and its various features are introduced ending with the message: ‘Untame yourself’.

Titus Upputuru, NCD, Dentsu Marcom said, “The new CB Trigger combines the raw power of 150 cc and macho styling. So we asked, “Why tame yourself?” Youth enjoy college life and the life after because it seems to liberate them from the 12 years of schooling. Little do they realise that there is another kind of schooling that follows them in these and the following years. Fact is, people around you continue to teach you, what is cool, what isn’t, they tell you that you must join a gym, build your muscle, party hard etc. The new CB trigger gives them a physical tool to break out of all this and live by themselves.”

“The simple but key insight into the life of the 18-year-old prospective biker is this: at a time when the 18-year-old is tasting freedom for the first time, the shackles of conformity try to bind him, hold him back, and worse, define him for who he really is not. Along comes Honda to remind him that there is indeed a time and a place to become domesticated. And that the new Honda CB Trigger is here to take him far, far away from them,” said Narayan Devanathan, executive VP and national planning director, Dentsu India.

Credits

Client: Honda Motorcycle and Scooter India
Creative agency: Dentsu Marcom
Branch head: Harjot Narang
National creative director: Titus Upputuru
Creative team: Vishal Mittal, Jitendra Kaushik, Aneesh Ayyappan, Brijesh Bharadwaj
Planning team: Narayan Devanathan
Account management: Yuichi Toyoda, Nikhlesh Jhingan, Sunil Singh, Farhat Naim and Shivam Dua
Films chief: Suprotim Day
Director (film): Lloyd Baptista
Producer: Ruchi Mehta
Production house: 7 Films
Post production studio: Prime Focus, Famous Studios
Music credits: Kartik Shah