Honda CB Trigger teaches youth to 'Untame Yourself'

Conceptualised by Dentsu Marcom, the TVC shows the youth finally breaking out from the shackles of a controlled life

Sohini Sen | Mumbai | October 28, 2013

Click on the image to watch the TVC.

Honda Motorcycle & Scooter India (HMSI) has launched its new 150 CC sports segment bike - the CB Trigger. To introduce the bike and strengthen the sports segment, Dentsu Marcom has created a campaign titled 'Untame Yourself'.

The campaign has been designed in such a way that it portrays riding as a fun activity for the youth while playing up the sports bike segment of Honda. The 150 cc – 180 cc motorcycle segment contributes approximately 10 per cent of the Indian two-wheeler market. To meet the expectations of young Indian riders aged between 18-24 years, Honda created a 150 cc masculine and aggressively styled motorcycle that can trigger the fun of riding while being perfect for daily commuting.

While Honda already had the CB Unicorn and the premium CBR 150R for riders who desired a global motorcycling experience, they have decided to fortify their presence in this segment by launching the CB Trigger.

"Honda has further strengthened its portfolio in the 150 cc motorcycle segment with the CB Trigger targeted at the youth. The CB Trigger, with the new CBS Combined Braking System technology, promises a perfect mix of best in class features and fuel efficiency for daily commuting. It offers real value to the youth who want it all – style, performance, advanced features, mileage and maximum riding comfort. I am confident that the new TVC of CB Trigger will create top of mind recall with its youth centric theme aimed at the lives of today's young generation," said YS Guleria, VP - Sales & Marketing, HMSI.

The idea behind the campaign was simple. Once the team started researching, they realised that the target consumer – the young man of 18-25 – has a life filled with dilemmas, not all in his control, not all his choice alone to make. It's almost like his life comes pre-packaged, forced to be someone else other than who he ought to be. From here came the idea that the CB Trigger will let the youth break free of the shackles of imminent domestication. With an inimitable Honda way of bringing power, fun, style, performance and mileage together, the CB Trigger is not merely a best-in-class 150 cc bike; it's a call to the youth to take action with the clarion call 'Untame Yourself'.

“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 tastes 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," explained Narayan Devanathan, National Planning Head, Dentsu Marcom

The TVC opens with a young man being pushed in a factory line. He is dressed up for a party by his friends, and then given weights to lift by an instructor. As he rolls along the machine line, he is given a makeover by his apparent girlfriend before finally being shown inside a cage, marked 'tamed'. The voiceover throughout asks the questions: 'Do they make my choices, do they define my life, do they write my destiny?' The scene changes with the man breaking open his cage and rides the new CB Trigger. As he rides off, the voiceover continues: 'I don't belong to them, I belong to myself'. The bike is then introduced by playing up its masculine features, combi brake, 150 cc engine and incredible mileage.

“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. The fact is that people around you continue to teach you what is cool, what isn't, they tell you that you must join a gym, build your muscles, party hard, etc. The new CB trigger gives them a physical tool to break out of all this and live by themselves," pointed out Titus Upputuru, National Creative Director, Dentsu Marcom.

The TVC:

https://img-cdn.thepublive.com/filters:format(webp)/

Credits:

Creative Agency: Dentsu Marcom

Branch Head: Harjot Narang

National Creative Director: Titus Upputuru

Creative Team: Vishal Mittal, Jitendra Kaushik, Aneesh Ayyapan, Brijesh Bharadwaj

Planning Team: Narayan Devanathan

Account Management: Yuichi Toyoda, Nikhlesh Jhingan, Sunil Singh, Farhat Naim, Shivam Dua

Films Chief: Suprotim Day

Director (of film): Lloyd Baptista

Producer: Ruchi Mehta

Production House: 7 Films

Post production studio: Prime Focus & Famous Studios

Music: Kartik Shah

Sohini.Sen@BestMediaInfo.com

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