Honda goes 'vaah, vaah' over latest Activa 3G avatar

Designed and conceptualised by Dentsu Marcom, the new TVC recreates the sense of pride and joy of owning the country's No. 1 scooter brand

BestMediaInfo Bureau | Mumbai | July 15, 2015

Click on the image to watch the TVC.

Honda Motorcycle & Scooter India (HMSI) has rolled out its latest campaign for Activa 3G. The new ad campaign for Activa 3G recreates the sense of pride, joy and community amongst the customers. The TVC has been created by Dentsu Marcom and is running on air across channels.

The objective is to further strengthen the leadership stance for brand Activa, showcasing the joy and ride of owning the country's No. 1 scooter brand and gain new customers with Activa 3G.

Launched some 14 years ago, Activa today has a 43 per cent market share and is considered a category leader. Over the years the product has continued to evolve to make the consumer experience better and more rewarding. To further reinforce leadership, Honda has introduced the Activa 3G (Activa 110cc with a new look) for customers looking for a new and fresh design along with technological excellence.

The target group for Activa 3G is fairly spread over a broad range of age group; ranging from young professionals/ businessmen, residing in metros and other major cities.

The film starts with a shot where local artists are singing in a train passing through picturesque hills. The lead singer sings along the tunes of the retro classic 'Cheel cheel chillaake… arey wah wah wah' song, until suddenly one of the singers spots the new Activa passing by. The protagonist automatically bursts out singing 'Activah Vaah Vaah' instead. Co-passengers in the train also look out and see the new Activa and join in the song as the train and the scooter travel together until the end when they bid adieu while crossing another Activa with a couple riding and waving with joy.

YS Guleria

YS Guleria, Senior Vice-President - Sales & Marketing, Honda Motorcycle & Scooter India, said, “Ever since Activa was rolled out on Indian roads 14 years ago, it has not only emerged as a category leader, but has also created a special place in the hearts of millions of customers. With innovations and improvement in technology, Honda has differentiated themselves in terms of product offerings to consumers. With refreshed design, new looks and enhanced technology Activa 3G is sure to win accolades and carve a niche for itself.”

Titus Upputuru

Titus Upputuru, National Creative Director, Dentsu Marcom, added here, “When we learnt that the nation's favourite scooter for 14 long years is going to come in an all new avatar, we said 'arey wah, Activa has become Activah!' The song and the train came soon after.”

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, Jitendra Kaushik, Vishal Mittal

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

Planning team: Anand Murty, Rabia Sooch

Films: Dawa Tsering Lama

Director (of the film): Amit Sharma

Producer: Azad Anesh & Prafull Sharma

Production House: Chrome Pictures Media LLP

DOP: Tapan Basu

Post production studio: Pixion, Bandra

Music credits: Abhishek Arora

Editor: Dev Jadhav

Info@bestmediainfo.com

Info@BestMediaInfo.com