Honda Motorcycle and Scooter India (HMSI) has launched a campaign titled ‘Superstar’ for its new 110 cc commuter segment offering Dream Neo. The TVC created by Dentsu Marcom will go on air soon. The brand is targeted at the semi-urban male consumer.
The film opens with the introduction of the protagonist on the lines of a Hindi movie hero. Dressed for the part in a leather jacket, boots and sun glasses, he introduces himself as a ‘Superstar’ and proclaims that this is his film. As he rides his Dream Neo along the rocky village roads, he explains that there are many villains in this story – a kanjoos lala (miserly moneylender), badnaam traffic (infamous traffic) and ‘zaalim raste’ (cruel roads). But when he sets off on his Dream Neo, he says that with its power, long seats, tubeless tyres, ‘amazing’ shock absorbers and mileage, all the villains seem like small fry. Zipping past the lala and navigating the busting street traffic, he enters the town where we are introduced to ‘Mrs Superstar’. He suggests that they go for a movie when she comes down to greet him. She coyly replies, ‘Apni itni achchi toh doosron ki kyon dekhen?”(Why watch another’s film when ours is so good?) The film ends with the tagline “Dream Neo, Bano apne phillum ka superstar”(Be the superstar of your film).
YS Guleria, VP, sales and marketing, Honda Motorcycle and Scooter India, said, “Creating a new paradigm in mass mobility, Dream Neo is Honda’s most affordable and most fuel efficient two wheeler ever in India. While Dream Neo is loaded with attractive and best in class features like top mileage of 74 kmpl, it is being delivered at a truly aggressive pricing to delight Indian customers. I am confident that the new TVC of Dream Neo will create a top of the mind recall with its out-of-the-box and local customer centric theme.”
On the idea behind the TVC, Titus Upputuru, National creative director, Dentsu Marcom, said, “The idea was simple - what would happen if the struggling man out on the street thought that his life was a movie, and that he was the protagonist of his own movie. Honda’s latest offering, Dream Neo, helps him take this leap in his mind. The 110 cc motorcycle has stellar features that help him conquer the daily grind and be on top of things.”
He explained that the story was apt as the audience targeted is one heavily influenced by cinema. “They look up to the superstars. We thought what if we make them think that they could be the superstars of their own lives; that they, if they wish to, could live the lives of the icons they look up to,” he added.
Anand Murty, VP - planning, Dentsu Marcom, said, “In our visits to markets across the country, we didn’t just meet ‘consumers’ but met personalities and characters. We didn’t just hear about ‘a day in the life of’ but heard stories, accounts and carefully crafted dreams. And these accounts, these stories were told in a voice that was assured, strong and determined to make it to the top. So we crafted this little story about a man, no, a ‘superstar’ and his bike. Because it’s the only story and the only voice that can resonate with him and also be a perfect vehicle for Honda’s entry into the mass segment.”
MEC is handling the media duties for HMSI
View images from the print campaign here:
Client: Honda Motorcycle and Scooter India
Creative agency: Dentsu Marcom
National creative director: Titus Upputuru
Creative team: Titus Upputuru, Jitendra Kaushik, Vishal Mittal, Brijesh Bharadwaj and Vivek Verma
Account management: Harjot Narang, Yuichi Toyoda, Abhinav Kaushik, Sunil Singh, Farhat Naim, Shivam Dua
Planning team: Narayan Devanathan, Anand Murty, A Sai Karthik
Films Chief: Suprotim Day
Director (of the film): Sainath Choudhry
Producer: Kanwalpreet Kaur
Production House: Purple Vishnu Films
Post production studio: Teamworks
Music credits: Sameer Uddin
Editor: Shiv Kumar Panickar