Honda undertakes Round 2 of marketing blitzkrieg for its motorcycles

26 May,2015

By A Correspondent

 

Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has aired its second TVC campaign. With this campaign Honda is showcasing its new and exciting 2015 editions of Dream series motorcycles (CD 110 Dream, Dream Neo, Dream Yuga).

 

As a sequel to its first campaign, the 2nd TVC of Dream series carries forward the intriguing story of the first campaign. Part II sees Akshay Kumar return with a bang in his triple role odyssey. The TVC portrays 2015 edition of Honda Dream Series as the natural extension for varied customer range – aspirational class, stylish youth or even the classy office goer.

 

The campaign has been created by Dentsu Marcom. It will be on-air in 100 + channels across all genres till June end.

 

Objective of the campaign:

Despite weak sentiments in the 100-110cc motorcycle segment, Honda continues to gain momentum with its Dream series. The first campaign was successful in leading the consumers on higher level of awareness of the Brand’s multiple product portfolio in the segment under Dream series. The sequel is expected to take the desire of the customer to conviction of owning one.

 

Brief:

The brief was to create a campaign that attempts to consolidate Honda’s mass product offering under 2015 cosmetic upgrades of Dream Series motorcycles.

 

The three distinctive propositions from a consumer point of view are:

Dream Neo – Durable and Sturdy motorcycle

Dream Yuga – Stylish offering in the 110cc stable

CD Dream 110 – Value for money variant with an unmatched legacy of ‘CD’.

 

Approach:

The communication approach aimed at bringing together dream series for the consumer who has varied needs and motivations through the point view of the users.

Honda’s brand ambassador Akshay Kumar was used to portray the varied customer range and to personify Dream Series motorcycles as an extension to rider’s image. It is an interesting case study that highlights the need and emotions of a customer that propels them to purchase a motorcycle.

 

Film Descriptor:

The film opens with the protagonist’s father (played by Akshay Kumar), who is sitting in a courtyard with an elderly man and a girl. The father is joined by his 3 sons or, the main protagonists (also played by Akshay Kumar) who arrive on their respective Honda motorcycles (Dream Yuga, Dream Neo and CD 110 Dream). The father approves of the girl to be his daughter-in-law but leaves it to her to decide who out of his three sons she would choose.

 

The first protagonist deemed as ‘Durable and Sturdy’, is an amalgamation of style at the best possible deal. His motorcycle reflects the aspirational class in the tier-2 cities. The second protagonist or ‘the Stylish’, is a reflection of the young audience who likes to flaunt his cool lifestyle through the second Dream Series motorcycle. The third protagonist, is a middle aged office goer who understands the value of money and thus, desires classy motorcycle that is value for money.

 

The plot unravels beautifully when girls’ father introduces his other two girls and these two look exactly like the girl present there earlier. Amused by the co-incidence of facing 3 identical brothers, one of the girls isn’t able to resist the opportunity and cracks a witty remark which leaves all the siblings in raptures. Finally the film concludes with a shot of the father getting a picture clicked with his sons, who are sitting on their respective bikes behind him with their partners as pillion.

 

Company Spokesperson:

“Honda’s Dream series in mass motorcycles has gained immense goodwill of over 10 lac customers in India and the new 2015 new edition of popular Dream series motorcycles is now available in market. Keeping in mind the diverse psychographics and demographics, the 2nd TVC creatively brings out the unique attributes of Dream series that are Damdaar, Samajdaar and Style ka Bhandaar through Akshay Kumar in his 3 avatars joined by their life partners complimenting the respective lifestyles. By doing so, we are emotionally connecting and reinforcing brand Honda to the customers of mass motorcycle segment,” said Yadvinder. S. Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd

 

 

“The first ad for Dream Series featuring the three motorcycles started as a range ad. But with the success of the campaign we thought we will take it a step forward to show the journey of these three brands into the hearts of the consumers with newness. So we brought in three brides for the three grooms. The bride’s father at the end signs off with the same line we had last time ‘Teeno ek se badhkar ek’ and Akshay Kumar the father completes it by saying ‘par teeno ke ragon mein khoon toh ek hee hai’ which speaks of the Honda DNA. It was fun creating a sequel!,” said, Titus Upputuru, National Creative Director, Dentsu Marcom

 

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