The 45-second television commercial informs people about the new self-start feature in the bike. The production house for the ad film is Early Man Film
BestMediaInfo Bureau | Mumbai | June 15, 2016
Developed by Dentsu Marcom, a Dentsu Aegis Network Company, the 45-second TVC is running on air across all popular channels and was launched on April 7. The ad promotes the new self-start variant of the CD 110 Dream (DX) bike for the consumer who has varied needs and motivations.
The new CD 110 Dream (DX) is positioned as a catalyst to enable its users to ‘go a notch higher in life’. The film conveys that the new CD 110 Dream (DX) is made for those who look forward to make an addition to their existing bag full of qualities.
Yadvinder Singh Guleria, Senior Vice President-Sales and Marketing, Honda Motorcycle & Scooter India, said, “With the motorcycle segment finally showing positive sentiments of revival, the timing for a new TVC launch could not have been better. Since its launch in 2014, CD 110 Dream (DX) has been a hugely popular motorcycle among the masses due to some of its salient features such as an elongated seat, tubeless tyres, viscous air filter and a maintenance-free battery. With the self-start option, buyers now get a convenience feature and it further enhances its appeal. The campaign ‘Khoobiyon mein ek aur khoobi’ perfectly sums up the new CD 110 Dream (DX).”
The agency was asked to create a narrative that builds upon the existing communication of trust and legacy while at the same time helps the product identify with its new features and added colour.
Titus Upputuru, National Creative Director, Dentsu Marcom, said, “CD is a part of Indian heritage in motorcycling. It’s loved across small towns and cities in India. To this already popular motorcycle, Honda introduced a great new feature – self-start. Hence, the idea of ‘Khoobiyon mein ek aur khoobi’. It is aimed at people who are out there making their ends meet by innovating in small ways in their respective fields. This communication connects with them in a simple way and shows how like them, their CD also has a new khoobi.”
Abhinav Kaushik, Senior Vice President, Account Management, Dentsu Marcom, said, “CD (DX) has a legacy of almost two decades and has been the first choice of hard-working Indians since its launch. It is as honest and reliable as its riders. As the country is progressing, people are adding new skills to their repertoire and Honda has added the self-start feature to their much loved CD (DX). The TVC is an ode to these ‘self-starters’ of India.”
The target audience of CD 110 Dream (DX) are men residing in rural or semi-urban cities in the age group of 20-35 years; mostly salaried, self-employed, shop owners, farmers, skilled workers, etc.
The ad film opens with a tour guide sitting on his CD 110 (DX) with a smart phone in his hand, trying to learn Japanese. A group of Japanese tourists arrive and the other tour guides approach them. They try to communicate with them using gestures and signs but the tourists feel uncomfortable. The protagonist addresses them in Japanese. The tourists are impressed and hire him.
In the second sequence, a farmer with the beautiful lush green mustard field in the background is shown majestically riding on his CD 110 Dream (DX) with an evaluator from the ‘Krishi Udyog Kendra’ as his pillion. They enter the farm where the evaluator tests the soil quality. It carries forward a progressive farmer’s approach to get his field’s soil quality checked and to get the maximum benefit of the crop yield.
In the third sequence, a grocer standing outside his shop is leaning on his CD 110 Dream (DX). He looks up at the board of his shop. Ravi Kirana Store is being replaced by a new board, Ravikirana.com. He is catching up with the e-commerce trend and looking at his smartphone, smiles as he receives his first order on his mobile application.
Finally, the three CD 110 Dream (DX) owners -- the tour guide, the farmer and the grocer, who were already doing good in their professions but have worked hard to add an extra quality -- are seen riding their new bike in full glory. The film ends with a tagline ‘Khoobiyon mein ek aur khoobi’, i.e. adding another quality in the bag full of qualities.
The campaign will be promoted on television, digital, print, cinema and outdoor. The ad film was launched across the television network and is also available on the digital platform.
Client: Honda Motorcycle and Scooter India Pvt. Ltd.
Creative Agency: Dentsu Marcom Pvt Ltd
National Creative Director: Titus Upputuru
Creative team: Vishal Mittal, Jitendra Kaushik, Utsav Chaudhary
Planning team: Anand Murty, Ajinkya Pawar
Account Management Team: Yoshio Habu, Abhinav Kaushik, Akshat Singh, Aakash Jain, Tanya Rai and Ganesh Parthiban
Films: Dawa Lama
Director (of the film): Bhavesh Karkera
Producer: Milin Shah
Production House: Early Man Film
DOP: Tanay Satam