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Honda shows off the raw muscle power of the CB Hornet 160R bike

Conceptualised by Dentsu Marcom, the film uses visuals of men building their bodies as a metaphor for the building of the sports motorcycle in the factory

BestMediaInfo Bureau | Mumbai | May 3, 2016

CB-Hornet-160R-bike Click on the image to watch the TVC.

Honda Motorcycle and Scooter India (HMSI) has launched a television commercial for its latest street naked sports motorcycle ? CB Hornet 160R. The campaign, conceptualised by Dentsu Marcom, has apparently received a good response from the youth, who were its target audience.

Within five months of its launch, sales of the motorcycle crossed 50,000 units. The objective of the first film in the Dentsu Marcom campaign is to build on the early success of the bike and consolidate Honda’s share in the 150-200cc motorcycle segment.

The campaign aims to reach out to the Indian youth, brimming with ambition and self-confidence. The brief given to the agency was to create a high decibel communication for the target audience to reinforce the uniqueness of the motorcycle and its advancements in terms of performance, style and technology. The idea was to position the bike as a faster, smarter and a sportier machine, using raw power, real muscle and ripped performance in the message.

Dentsu Marcom has conceptualized a film that draws a parallel between men building their bodies and the evolution of the CB Hornet 160R in the factory ? implying the raw power of real muscles in both. The film shows a male model honing his muscles against each body part of the bike. The film ends with the tagline, ‘Built after you.’ The campaign will be splashed across mediums like television, print, outdoor, digital and cinema.

Yadvinder Singh Guleria Yadvinder Singh Guleria

Elaborating on Honda’s message for the CB Hornet 160R, Yadvinder Singh Guleria, Senior Vice President, Sales and Marketing, Honda Motorcycle and Scooter India, said, “The 150cc-180cc segment is leading overall motorcycle growth. Customers of this segment demand best performance without any compromise in styling, which reflects their inherent aggressive go-getter attitude towards life. Inspired by them, Honda launched the new CB Hornet 160R, heralding a new era of Street Naked Sports biking in India. Through this TVC, we have tried to showcase attributes like unbridled power, ambition, sheer hard work and precision that goes behind sculpting those perfect bodies, be it today’s youth or their machine ? the CB Hornet 160R. Within just four months of its launch, the CB Hornet 160R has stuck an immediate resonance with the customers and this TVC will definitely help us soar to even greater heights.”

Titus Upputuru Titus Upputuru

Titus Upputuru, National Creative Director, Dentsu Marcom, said, “The human body is incredibly built. It’s the greatest machine that is ever built on earth. And increasingly, more than ever before, gyms are mushrooming all over the country, in basements, on terraces, and in swank glass buildings. The new CB Hornet 160 is for this new generation that is as much passionate about building their bodies as it is about motorcycles.”

Abhinav Kaushik Abhinav Kaushik

“The consumer of 150-180cc motorcycle segment wants a motorcycle that’s purely like him ? high in performance, advanced in technology and unique in style. The new CB Hornet 160R is unison of all of these and it stands differentiated on its overt physicality and the naked ?aggressive design. The bike truly mirrors the metrosexual who rides it and epitomizes his bold in-your-face attitude,” said Abhinav Kaushik, VP Account Management - Dentsu Marcom.

The TVC:



Client: Honda Motorcycle and Scooter India Pvt. Ltd.

Creative Agency: Dentsu Marcom Pvt. Ltd.

National Creative Director: Titus Upputuru

Creative team: Titus Upputuru, Rajesh Minocha, Abhinav Karwal, Sumanyu Singhal, Yudhajit Mukherjee, Nandini Pathania

Planning team: Anand Murty, Ajinkya Pawar

Films: Dawa Lama

Director (of the film): Bharat Sikka

Producer: Salil Khurana

Production House: Flying Pigs Production

DOP: Jo Eken Torp

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