With this TVC, conceptualised by Dentsu Marcom, Honda rides into the 100-110cc mass segment aggressively with a mass appeal
Sohini Sen | Mumbai | August 13, 2013
Honda Motorcycle & Scooter India (HMSI) has launched a new TVC for its Dream Series mass motorcycle, the 110cc Dream Neo. Titled 'Superstar', the campaign has been conceptualised by Dentsu Marcom and started airing across channels from August 12. The Dream Neo is HMSI's answer to the desire of most youngsters to own a bike that delivers best in class mileage, has star features, and comes on a limited budget.
The search for the individual identity comes out in the TVC which says 'Bano Apni Phillum Ka Superstar' (Be the superstar of your own movie). This will be Honda's newest launch to break into the 100-110cc mass segment and to get a better foothold in the entry-level two-wheeler market.
The TVC opens with the main character declaring that this is his film and he is the superstar of it. We see him getting ready for his act – donning sun glasses, a jacket which says “Horn Ok Please”. We then see him riding on a bike through rocky terrain. He goes on to introduce us to the many villains of his film – including traffic and bad roads. But with the help of the Dream Neo, the villains can be brushed aside and he can reach his 'Mrs Superstar'. The ad, in a humorous, movie-like tone, potrays the qualities of the bike – the engine, longer seat, tubeless tyres, shockers and mileage.
The film ends with Mrs Superstar welcoming him. He asks her “Phillum chale?” She replies: “Apni phillum itni achchi toh auron ki kyon dekhe? (when our own film is so great, why should we watch a different movie?)”
The film ends with the tagline “Dream Neo, Bano apne phillum ka superstar.”
“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 will create top of mind recall with its out of the box and local customer-centric theme,” said YS Guleria, VP – Sales & Marketing, Honda Motorcycle & Scooter India.
On the concept of 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. We thought this was an apt story because we are talking to an audience who are heavily influenced by the visual 75mm screen. 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.”
The TVC has a rural, semi-urban touch to it in order to relate to the mass audience. The company feels that the campaign correctly shows the generation of youngsters who stand out for their confidence in themselves. The TVC was designed keeping this dimension of the actor's personality in mind – something that is lost in stereotypical narratives in competitive communication. Rather than aspiring to be someone else, the campaign celebrates the protagonist as not just a star but a superstar in his own life, in his own right.
The 60-second TVC will be extended to a full-page print campaign as well as outdoor medium.
The TVC:
Credits: 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: Narayan Devanathan, Anand Murty, A Sai Karthik
Films Chief: Suprotim Day
Director: Sainath Choudhry
Producer: Kanwalpreet Kaur
Production House: Purple Vishnu Films
Post production studio: Teamworks
Music credits: Sameer Uddin
Editor: Shiv Kumar Panickar
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