Honda Motorcycle and Scooter India has rolled out latest campaign for its Honda CB Unicorn 160. The film has been conceptualised by Dentsu Marcom.
The objective of the campaign is to reinforce presence, and increase market share in 150cc-180cc segment by leveraging the legacy of brand Unicorn. The film was released on 21 February.
The film showcases the rider on the bike and the new styling elements in the CB Unicorn 160 that make both the rider and the bike look good. As he rides along, a little boy on a bicycle rides from a bylane and starts chasing the protagonist. Seeing this, the protagonist on the new Unicorn 160 slows down and lets the boy overtake him. Thinking he has won, the boy celebrates. The protagonist smiles to himself and rides away as a voice over says, “It’s not just how you look. It’s also what you do.”
Voiceover in the end sums up that the New CB Unicorn 160 (like the protagonist who rides it) as the film ends with him saying, ‘Looks Good. Is Good.'
YS Guleria, vice president-sales and marketing, Honda Motorcycle and Scooter India, said, “The TVC has been pictured beautifully to bring out the elegant appeal of CB Unicorn 160 as well as it stresses on the personality of the rider. Honda Unicorn has been a household name for performance and reliability in the 150-160cc category. With new Honda CB Unicorn 160, we aim to redefine the category and raise the bar with a differentiated style, superior performance and best in class mileage with Honda Eco Technology (HET).”
Titus Upputuru, national creative director, Dentsu Marcom, said, “The new CB Unicorn 160 is akin to the man who rides it, does not just look good, but also is inherently good. CB Unicorn has always been known to be a solid, reliable motorcycle. Now with added looks and power of new 160cc engine, it promises to attract more consumers and offers a great combination in the segment.”
Abhinav Kaushik, VP account management, Dentsu Marcom, said, “The new CB Unicorn 160 embodies the personality and the character of its owner - who is not just a stylish man but has the solidity and substance that comes through qualities that make him likeable and a true role model. And therefore, the befitting expression of 'Looks Good, is Good.'”
The campaign will be supported by media including print, outdoor, digital and cinema.
Client: Honda Motorcycle and Scooter India
Creative agency: Dentsu Marcom
National creative director: Titus Upputuru
Creative team: Titus Upputuru, Vishal Mittal, Jitendra Kaushik, Manoj Sharma, Vivek Verma
Account management: Yuichi Toyoda, Abhinav Kaushik, Sunil Singh, Farhat Naim, Shivam Dua, Kovid Ummat
Planning team: Anand Murty, A Sai Karthik
Films: DawaTsering Lama
Director: Sainath Choudhury
Producer: Kanwalpreet Kaur
Production house: Purple Vishnu Films
DOP: Jason West
Post production studio: Prime Focus
Music credits: Karan Kulkarni
Editor: Prakash Kurup