Conceptualised by Dentsu Marcom, the TVC is targeted at the rural and semi-urban consumers, and highlights that the Honda Dream Series has something for everyone
BestMediaInfo Bureau | Delhi | October 6, 2014
Honda Motorcycle & Scooter India has launched a campaign for its Dream Series mass motorcycles – Dream Yuga, Dream Neo and CD 110 Dream. The TVC has been created by Dentsu Marcom and has been on air across channels from September 21. The TVC is aimed at bringing together the dream series for the consumer, who has varied needs and motivations, through the user’s point of view in the 100cc - 110cc segment.
The Dream Series is targeted at 20-40 year olds, salaried, self-employed, shop owners, farmers and skilled workers residing in rural or semi-urban cities.
Actor Akshay Kumar is seen playing a quadruple role – that of three brothers and a father – in this 45-second long film, which is about three brothers bragging about their respective Honda motorcycles. It starts by showing one of them in a transitional stage, aspiring to have a blend of style and best possible price. His bike reflects the aspirational class in the tier 2 cities. The second brother seems to be an easy going youth who loves to flaunt his coolness through his lifestyle, complimented by a stylish bike seen on screen. The third brother looks like a middle-aged, office-going person who understands the value of money and prefers things which are value-for-money, yet classy. The father is then seen saying - ‘teeno ek se bad kar ek, par teeno ke ragon mein khoon toh ek hee ka hain.’ The TVC ends by showing the motorcycles, while the jingle, ‘dekho dekhe ye zaamana, panchi uda jaye re’, plays in the background.
“Honda’s leadership in technology has been well established in the market. With the Dream Series, we aim to strengthen our presence in the mass motorcycle segment. The Dream Series blends a range of motivations, along with the joy of buying a bike. With the HET technology and reliable Honda engine at its core, the TVC campaign further reinforces Honda’s trusted technology and its commitment towards hinterlands,” said YS Guleria, Vice-president, Sales & Marketing, Honda Motorcycle & Scooter India.
“The brief was to showcase all three motorcycles of the Honda Dream Series in one film. We thought, why not put them all in a parking lot of one family. So, while the brothers fight it out claiming that each one’s bike is better than the others, the father turns up to resolve the conflict saying, ‘teeno ke ragon mein khoon toh ek hee ka hain’. All the three bikes have the same DNA - the Honda DNA,” said Titus Upputuru, National Creative Director, Denstsu Marcom.
Client: Honda Motorcycle and Scooter India
Creative Agency: DentsuMarcom
National Creative Director: Titus Upputuru
Films Chief: Suprotim Day
Production House: Chrome Pictures
Director: Amit Sharma
Producer: Prafull Sharma