Honda highlights the personality & good looks of CB Unicorn 160

Conceptualised by Dentsu Marcom, the campaign objective is to further reinforce Honda's presence and increase market share in the 150cc-180cc segment

BestMediaInfo Bureau | Mumbai | February 23, 2015

Click on the image to watch the TVC.

Honda Motorcycle & Scooter India (HMSI) has rolled out a new television campaign, titled 'Looks Good. Is Good', for the CB Unicorn 160. The campaign has been conceptualised by Dentsu Marcom with the objective to further reinforce presence and increase market share in the 150cc-180cc segment by leveraging the legacy of brand Unicorn in a new stylish avatar.

Abhinav Kaushik

Speaking of the idea behind the ad, Abhinav Kaushik, VP - Account Management, Dentsu Marcom, said, “Beyond the transient glitter of style, there is substance that lasts forever and makes you who you are. The new CB Unicorn 160 embodies the personality and the character of its owner – who is not just a stylish man, but has the solidity and substance that comes through qualities that make him likeable and a true role model. And therefore, the befitting expression of 'Looks Good. Is Good'.”

The TVC starts with the protagonist getting ready and sitting on the new CB Unicorn 160. The great features of the new bike are revealed in the first few seconds of the film with the super 'Looks Good'. The film then goes on to show the protagonist riding his bike on the road, with a little boy on a bicycle chasing him. Seeing this, he slows down and lets the young chap overtake him. The boy, thinking he has won, exults. The protagonist smiles to himself and rides away. The voice-over in the end sums up that the New CB Unicorn 160 (like the protagonist who rides it) 'Looks Good. Is Good'.

Titus Upputuru

“The new CB Unicorn 160 is akin to the man who rides it, does not just look good, but also is inherently good. CB Unicorn has always been known to be a solid, reliable motorcycle. Now, with added looks and power of new 160cc engine, it promises to attract more consumers and offers a great combination in the segment,” commented Titus Upputuru, National Creative Director, Dentsu Marcom.

YS Guleria

YS Guleria, Vice President - Sales & Marketing, Honda Motorcycle & Scooter India, elaborated, “The TVC has been pictured beautifully to bring out the elegant appeal of the CB Unicorn 160 as well as stressing on the personality of the rider. Honda Unicorn has been a household name for performance and reliability in the 150cc-160cc category; with the new Honda CB Unicorn 160, we aim to redefine the category and raise the bar with a differentiated style, superior performance and best in class mileage with Honda Eco Technology (HET).”

Besides television, the campaign also includes print, outdoor, digital, and cinema.

The TVC:

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

Credits:

Client: Honda Motorcycle and Scooter India

Creative Agency: Dentsu Marcom

National Creative Director: Titus Upputuru

Creative team: Titus Upputuru, Vishal Mittal, Jitendra Kaushik, Manoj Sharma, Vivek Verma

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

Planning team: Anand Murty, A Sai Karthik

Films: Dawa Tsering Lama

Director (of the film): Sainath Choudhury

Producer: Kanwalpreet Kaur

Production House: Purple Vishnu Films

DOP: Jason West

Post production studio: Prime Focus

Music credits: Karan Kulkarni

Editor: Prakash Kurup

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