Taking off - on Honda's famed wings

New brand campaign by Dentsu Marcom presents the 'wings' as the symbol and metaphor for HMSI's commitment to enable people to achieve their goals

BestMediaInfo Bureau | Mumbai | July 23, 2014

Click on the image to watch the TVC.

Honda is Honda

Honda Motorcycle & Scooter India's new campaign is a treat to the eyes, literally. Created by Dentsu Marcom, the new brand campaign is about Honda's logo under the name 'Honda is Honda'. Done in two phases, the Honda is Honda campaign will focus on showcasing the Honda 'wings' as the symbol and metaphor for HMSI's commitment to enable people to achieve the lift they seek.

YS Guleria

“Honda is Honda is not just another campaign but an important one to announce the start of a new era of 'Only Honda in Indian two-wheeler industry'. Honda has unleashed Wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity – the 'Wings' – as it makes inroads into rural environs. 'Honda is Honda' is our most ambitious 360 degree campaign and the first ever launched from the digital platform followed by other media,” said YS Guleria, VP - Sales and Marketing, Honda Motorcycle & Scooter India.

Phase 2 of the campaign which started on Monday, July 21, will see a 360 degree campaign featuring TV, print, radio, outdoor and even cinema. The TVC features Honda ambassador Akshay Kumar who will also be using social media to promote the campaign.

The creative agency had to work around a brief which required a new brand imagery. It was decided that Honda should become a part and parcel of the customer's emotional landscape, while it continues to be the choice of two-wheeler customers.

Titus Upputuru

“Honda Motorcycle and Scooter India launched its first corporate campaign with 'Hamein Jaldi Hain' campaign which spoke about how the country was in a hurry and how Honda can help men and women in their hurriedness to their dream destinations. In the second campaign, we wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off the ground. When birds fly, they lift their feet off the ground. The brand had this incredible symbol which we hadn't leveraged. So it all came together in 'Zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain'. Brand Honda gives an experience no other brand can,” said Titus Upputuru, NCD, Dentsu Marcom.

The TVC opens with two planes flying across the sky. The camera then shows the people below, busy in their daily chores, some riding a Honda two-wheeler. Then, from those two planes several sky divers come out wearing red suits. As the sky divers fly closer to make a shape, the entire town seems to be waiting with bated breath to see what will appear. We see global travellers, villagers, children, old men as well as Akshay Kumar all looking towards the sky. As the skydivers form the shape of the Honda 'wings', Kumar smiles knowingly. It ends with Kumar saying, “Zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain” (When we take our feet off ground, we get our wings).

The background music 'Dekho dekhe ye zamaana, panchi uda jaaye re' fits in perfectly with the mood and speaks of the ambition and growth of each of the Honda customers.

Abhinav Kaushik

“The vast community of brethren in India gets up every morning, charting a new journey on their two-wheelers – buoyed by their dreams and aspirations to surge ahead and take this steady flight to do better in their lives and create a better tomorrow. Their ambition to be better sets them chasing newer dreams, and making them work hard to realise them. The shrinking world and expanding horizons propelled by the wings of Honda make sure that no distance is too long and no road is too tough for these dreamers. This campaign is a salute to the million wing-riders who are soaring on the two wheels of Honda. So no matter who you are, or what your dreams are, the wings of Honda will make sure you reach your desired destination,” commented Abhinav Kaushik, VP, Account Management, Dentsu Marcom.

The TVC:

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

Credits:

Client: Honda

Creative Agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Creative team: Titus Upputuru, Jitendra Kaushik, Vishal Mittal, Brijesh Bharadwaj, Vivek Verma

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

Planning: Anand Murty, A Sai Karthik

Films Chief: Suprotim Day

Director (of film): Shashank Chaturvedi (Bob)

Producer: Robin D'Cruz

Executive Producer: Vikram Kalra

Production House: Good Morning Films

Director of Photography: Jason West

Post production studio: Good Morning & Famous

Music Director: Pankaj Awasthi

Lyrics: Titus Upputuru

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