Honda Dream series launches a sequel campaign with a twist in the tale

Created by Dentsu Marcom, Honda launches the second part of their campaign with their brand ambassador Akshay Kumar in a triple role

BestMediaInfo Bureau | Mumbai | May 27, 2015

Click on the image to watch the TVC.

Honda Motorcycle & Scooter India (HMSI) has rolled out its second TVC for its Dream series. The latest campaign, created by Dentsu Marcom, showcases the 2015 editions of Dream series motorcycles (CD 110 Dream, Dream Neo, Dream Yuga). The TVC will be on-air on 100+ channels across all genres till June-end.

As a sequel to its first campaign, the second TVC of Dream series carries forward the intriguing story. Part II sees Akshay Kumar return in his triple role odyssey.

Despite weak sentiments in the 100-110cc motorcycle segment, Honda continues to gain momentum with its Dream series. The first campaign was successful in leading the consumers on higher level of awareness of the brand's multiple product portfolio in the segment under Dream series. The sequel is expected to take the desire of the customer to conviction of owning one.

The brief was to create a campaign that attempts to consolidate Honda's mass product offering under 2015 cosmetic upgrades of Dream series motorcycles. The communication approach aimed at bringing together dream series for the consumer who has varied needs and motivations through the point view of the users.

Honda's brand ambassador Akshay Kumar was used to portray the varied customer range and to personify Dream series motorcycles as an extension to rider's image. It is an interesting case study that highlights the need and emotions of a customer that propels them to purchase a motorcycle.

The film opens with the protagonist's father (played by Akshay Kumar), who is sitting in a courtyard with an elderly man and a girl. The father is joined by his three sons (also played by Akshay Kumar), who arrive on their respective Honda motorcycles (Dream Yuga, Dream Neo and CD 110 Dream). The father approves of the girl as his daughter-in-law, but leaves it to her to decide who out of his three sons she would choose.

The first protagonist deemed as 'Durable and Sturdy', is an amalgamation of style at the best possible deal. His motorcycle reflects the aspirational class in the tier-2 cities. The second protagonist or 'the Stylish', is a reflection of the young audience who likes to flaunt his cool lifestyle through the second Dream Series motorcycle. The third protagonist is a middle-aged office goer who understands the value of money and thus, desires a classy motorcycle that is value for money.

The plot unravels when the girl's father introduces his other two girls, who look exactly like the girl present at the beginning of the film. Amused by the coincidence of facing three identical brothers, one of the girls isn't able to resist the opportunity to crack a witty remark, which leaves all the siblings in raptures. The film concludes with a shot of the father getting a picture clicked with his sons, who are sitting on their respective bikes behind him with their partners as pillion riders.

Yadvinder S Guleria, Senior Vice-President - Sales & Marketing, Honda Motorcycle & Scooter India, said, “Honda's Dream series in mass motorcycles has gained immense goodwill of over 10 lakh customers in India and the new 2015 edition of the popular Dream series motorcycles is now available in the market. Keeping in mind the diverse psychographics and demographics, the second TVC creatively brings out the unique attributes of the Dream series – namely, 'Damdaar', 'Samajhdaar' and 'Style ka Bhandaar' – through Akshay Kumar in his three avatars joined by their life partners complimenting the respective lifestyles. By doing so, we are emotionally connecting and reinforcing brand Honda to the customers of mass motorcycle segment.”

Titus Upputuru

Titus Upputuru, National Creative Director, Dentsu Marcom, added here, “The first ad for the Dream series featuring the three motorcycles started as a range ad. But with the success of the campaign, we thought we will take it a step forward to show the journey of these three brands into the hearts of the consumers with newness. So we brought in three brides for the three grooms. The brides' father at the end signs off with the same line we had last time – 'Teeno ek se badhkar ek' and Akshay Kumar, the father, completes it by saying 'par teeno ke ragon mein khoon toh ek hee hai', which speaks of the Honda DNA. It was fun creating a sequel.”

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, Vivek Verma, Manoj Sharma, Brijesh Bhardwaj

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

Planning team: Anand Murty, Rabia Sooch

Films: Dawa Lama

Director (of the film): Hemant Bhandari

Producer: Prafull Sharma, Abhishek Notani

Production House: Chrome Pictures Media LLP

Post production studio: Pixion, Splice

Music credits: Miku Patel

Editor: Shahnawaaz Mosani

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