Honda Motorcycle and Scooter India has unveiled a new campaign to mark the 20th anniversary of its flagship product, the Activa. The campaign introduces the recently unveiled Activa 6G 20th Anniversary Limited Edition.
Conceptualised and executed by dentsu One, the film also aims to celebrate 20 years of the bond Activa riders have with their scooter. The campaign captures the relationship of a husband and wife on their 20th anniversary, and ends with the husband surprising her with a new Activa 6G.
Yadvinder Singh Guleria, director – sales and marketing, Honda Motorcycle and Scooter India said, “We are extremely happy and proud as we celebrate the 20th anniversary of Activa. It is a celebration time for us and our extended family of more than two crore satisfied customers who has made Activa a part of their daily lives. The campaign presents the emotional connection between our customers and their beloved Activa, which gets a makeover to celebrate this special occasion. The distinctive gold embossed Activa logo of the 20th anniversary edition is the highlight and makes it worthy of a collector’s must have!”
Titus Upputuru, national creative director, dentsu One, and the writer and director of the film, said, “I am grateful for the opportunity to work on this special campaign. Twenty years is a long journey and Activa is so special. ‘Zindagi do pahiyon se chalti hai’ and we wanted to celebrate this journey of two decades with a special story that not only reflects on the beautiful past but shows the promise of a special future. We thought it would be great to see the journey through the eyes of the husband even as he recreates the couple’s very first interaction inside the college library. It was good fun bringing the playful script to life."
Abhinav Kaushik, executive vice president, account management, dentsu One, added, “Activa is not just a scooter brand for millions but a treasure of memories. Most of India would have taken a ride on an Activa since its launch in 2001. People grew from infants to adults, young love birds to married couples and from parents to grandparents, with many beautiful and cherished memories with this brand. The 20 years’ anniversary edition of Activa marks this beautiful journey of a brand that has garnered the love and affection of Indians. The film shows the story of a couple that comes a full circle down the memory lane with this anniversary edition. A lot of things in this long period might have changed but not the love, trust and this beautiful relationship with the brand.”
Client: Honda Motorcycle and Scooter India
Creative agency: Dentsu One
National creative director: Titus Upputuru
Creative team: Titus Upputuru, Vishal Mittal, Vishnu Das Kunchu, Akash Swami, Utsav Chaudhary
Planning team: Samik Chatterjee
Executive vice president, account management: Abhinav Kaushik
Vice president: Shiguma Shinohara
Account director: Aakash Jain
Account executive: Reeva Chopra
Films: Kriti Khandelwal
Director: Titus Upputuru
Production house: ESP films
DOP: Krishnna Banjan
Music: Shubham Shirule