Honda urges you to 'Step up' with Activa 125

The campaign, created by Dentsu Marcom, marks HMSI's entry in the 125cc scooter  segment and is positioned as a choice for the 'nicest people'

BestMediaInfo Bureau | Mumbai | June 25, 2014

Click on the image to watch the TVC.

Honda's new campaign for the Activa 125 is a reminder that stepping up in life can sometimes be more than just fun. Created by Dentsu Marcom, the campaign focuses on creating the perfect vehicle for the two-wheeler's entry in the ATSC (automatic scooters) category.

Honda Motors dominates the entire ATSC segment in the two-wheeler category but has been absent in the 125 cc version. With the launch of the Activa 125 they have a chance to establish yet another Honda stronghold.

Honda Motorcycle & Scooter India (HMSI) has already created a space for its bikes in India. The challenge for the creative agency was to create a communication that would build on the legacy of Activa. The campaign was aimed to position the newest launch - Activa 125 - as the undisputable choice for the 'nicest people' who have not just progressed in life, but also created a lot of goodness and niceness with every step-up in life.

Titus Upputuru

After brainstorming, the creative team came to the conclusion that the 'need to affirm power' bind men from different parts of the country. “Owner's pride is known to cause neighbour's envy. But we realised there are exceptions. We applaud and feel happy for people who are nice and cheerful. When we were briefed on the new 125cc more powerful, more stylish variant of the iconic Activa scooter of Honda, we thought it's a clear story of upgrade. So, instead of going the regular path of envy, we zagged,” said Titus Upputuru, National Creative Director, Dentsu Marcom.

The TVC opens with the protagonist starting his ride. He appears to be established in his work, not in the initial phase where things are uncertain. He has self-esteem and a comfortable life. He has achieved all this through hard work, and not by stepping on others' toes. The voiceover reminds that when people achieve success by being good, they also earn respect and not envy. That is the actual meaning of going ahead and stepping up in life.

“Honda, the undisputed leader in 100-110 cc sub-segment of the ATSC segment, now aims to further strengthen the legacy of brand Activa with the new Activa 125. It delivers superb power and exciting pickup. Activa 125 comes with HET – Honda Eco Technology – that gives it a world class mileage. Other exciting features like metal body, digital meter and telescopic suspension allow customers to step up with style in life like never before.” explained YS Guleria, VP - Sales & Marketing, Honda Motorcycle & Scooter India.

“There comes a time when one simply basks in the glory of a journey well-travelled, of a life well lived. It isn't flash or pomp or pageantry that matters. Instead, there's a confident assertion of one's identity that's evident to all those around. And a perfect partner for all such people is the Activa 125. 'Step Up' to greater power, the fantastic legacy of India's largest scooter brand and let the world celebrate as you ride on,” commented Anand Murty, VP -  Planning, Dentsu Marcom.

The TVC broke on June 14, 2014, and has been made in 45-second and 30-second edits. The Print campaign broke on June 10 with full-page ads.

The TVC:

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

Credits:

Client: Honda Motorcycle & Scooter India

Creative Agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Creative team: Jitender Kaushik

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

Planning team: Anand Murty, A Sai Karthik

Films Chief: Suprotim Day

Director (of the film): Lloyd Baptista

Producer: Ravneet Mahajan

Production House: 7 Films

DOP: Vishal Sinha

Post production studio: Prime focus

Music credits: Hanif Sheikh

Editor: Prakash

Sohini.Sen@bestmediainfo.com

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