Honda shows the youth how to 'Udh' with the new 'Activa I'

Honda's new lightweight scooter is introduced through a television campaign created by Dentsu Marcom

Sohini Sen | Mumbai | December 10, 2013

Click on the image to watch the TVC.

The Activa i is Honda's first personal compact scooter. With the help of a campaign created by Dentsu Marcom, Honda has tried to reinforce its position in the industry along with showcasing the various features of the scooter.

The brand wanted a campaign which would showcase the 110 cc scooter as lightweight and suitable for both genders while remaining perfect for daily commuting. Working on that brief, Dentsu Marcom created the 'Udh' campaign which presented Activa i as a 'Lightweight personal compact' automatic scooter.

“Today's young generation is not ridden by any past baggage. They are supremely confident, they think differently, they have a can-do attitude and they are charting new territories. They are willing to ride into the future knowing fully well what they want out of life. This expression 'udh' or 'ready to fly' captures the mindset of this generation that has the desire to excel, follow their own direction and happily take on the challenges of the life ahead,” said Abhinav Kaushik, Vice-President, Account Management, Dentsu Marcom.

The TVC opens with a guy riding the Activa i. It changes to a young girl riding it. The scene switches from one girl to another guy to another guy with the background music speaking out their names followed by 'Udh', as if to prompt them to take flight. The features of the scooter are then showcased in a straightforward manner. It finally closes with the riders individually saying: 'I am ready to fly'. While they say this, a pair of wings appears behind them, reminding the viewers of the brand's logo.

"Starting from its first family scooter, Activa, Honda has always understood the pulse of the nation in its journey as the undisputed leader in automatic scooters. Addressing the need of today's customers, Honda has now brought the next revolution in personal lightweight mobility. The new Activa-i empowers Indian customers to be 'Ready to Fly'. The dream mileage of 60 kmpl powered by the revolutionary Honda Eco Technology, and features like combi-brakes, lightweight and compact design ensure that Honda is the customers' trusted partner for every empowering ride," commented Yadvinder S Guleria, Vice-President, Honda Motorcycle & Scooter India.

The campaign has been made keeping in mind the target audience – today's youth – who are ambitious and aggressive. They want to find new ways to say 'I am standing on my feet'. They are affirmative and seek identity independence, in everything they do. Freedom is an important expression of today's youth. The brand decided to emulate this feeling in a unique way while breaking away from gender specific competition cues.

“As children, most of us have played the 'chidhya udh, totha udh, maina udh' game. It's when we become adults and start leaving our homes and begin earning that we actually start 'udhna'. The game combines with young men and women setting out of homes with optimism to inspire young people to come out of homes and fly. This also brings alive the iconic symbol of Honda, the wing mark, in a refreshing manner,” said Titus Upputuru, National Creative Director, Dentsu Marcom.

The TVC:

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

Credits:

Agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Branch Head: Harjot Narang

Creative Team: Vishal Mittal, Jitendra Kaushik, Brijesh Bharadwaj, Vivek Verma

Account Management: Yuichi Toyoda, Abhinav Kaushik, Sunil Singh, Farhat Naim, Shivam Dua

Planning: Narayan Devanathan, Anand Murty, A Sai Karthik

Films Chief: Suprotim Day

Director: Aniruddha Sen

Producer: Suparna Chatterjee

Production House: Electric Dreams Film Company

Post-production studio: After

Music: Amar Mangrulkar

Editor: Amit Chitnis

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