The ‘Nayi Generation Hai’ campaign TVC for Honda’s fourth generation Activa was launched with the world television premiere of Jolly LLB 2 and has started running on air across popular channels from May 14.
The idea is to showcase how Activa 4G is playing an active role in the slice of life of India’s new generation with new style and features like mobile charging port for connectivity on the go.
Everyone in this new India is exploring something new, be it the trending youth, WhatsApp-ing parents or jogging grandparents. The TVC is all about how India's Nayi Generation is doing things differently and the new Activa 4G is their ride of choice.
Honda’s ‘Nayi Generation Hai’ TVC opens with a middle-aged man on bed, busy on his phone and receives a WhatsApp message from his daughter to go out for snacks late in the night. The man agrees and they both ride to a neighbourhood food kiosk on their Activa 4G.
The second sequence opens with a group of women of all sizes working out not in the gymnasium but through an energetic Zumba performance in a dance studio with a message of ‘Jo mehnat ko masti banaye, wahi wise hai… are dance bhi to exercise hai’!
The TVC further shows a young professional riding his Activa 4G and it’s his nayi generation mother guiding him to the destination by using satellite navigation maps on her mobile phone. The voice-over connects the nayi generation with “Manzil kahan hai, kaise pahunchna hai? No confusion, that’s the Nayi Generation!”
The next sequence shows an old lady jogging towards a parked Activa 4G. Suddenly, she stops and plugs out the mobile charging cord from her grandson’s mobile and plugs it in her phone and starts dancing to the music on the spot. Surprised by her fun mood, her grandson joins in and both later leave on their Activa 4G with a peppy voice-over saying, “Baalon ke rang par mat jao, hum battery full hain!”
The last sequence of the film takes the nayi generation theme even further. The sequence opens with the shot of an old man outside his home ready to move on an Activa 4G. His wife steps outside their home and ties a fitness band on her husband’s wrist. On being asked, “Ye kya hai?” she replies, “Nayi Generation Hai!” before both ride away to the park.
The film further ends with a voice over of “Aajkal India ki har generation, Nayi Generation Hai. Inhi ke liye aayi hai nayi generation wali Activa 4G” (Today every generation of India is doing something new and for them is the new generation of Activa. Activa 4G- Nayi Generation Hai)
TVC of Activa 4G
The Honda TVC carries the message that whether we are 18 or 80, a homemaker or a start-up, we all are the new generation of India, and new Activa 4G is just for us. The target audience of Honda’s Activa is not limited to a specific age group or region and is trusted by every generation across the nation. The slice of life narrative is written with a consumer insight that people from different age brackets are now venturing into things that were traditionally considered out of bounds for them.
Yadvinder Singh Guleria, Senior Vice-President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “With trust of over 1.5 crore Indian families, Activa has grown to become India’s No. 1 selling two-wheeler brand. Its continuous evolution over the years in terms of technology, innovation and design ethos and has made Activa relevant across generations. The biggest insight when we started the TVC campaign was ‘A new generation in every generation.’ This is what the New Activa 4G television campaign captures, every age group is now a new generation and Activa 4G is made for them.”
“Time was when we used to say ye nayi peedhi hai, ye aisi hain, waisi hain, inko samajhna mushkil hai, etc. But now you see that there is no such thing as a generation gap. Everyone behaves in similar ways. Everyone's on social media, everyone's physically active, so on and so forth. When we received the brief for the country's top selling fourth generation two-wheeler ‘Activa 4G’, we thought it's an opportune time to speak of this new generation that defies all age-related myths,” said Titus Upputuru, National Creative Director, Dentsu One.
Abhinav Kaushik, Senior Vice-President, Account Management, Dentsu One, said, “Marketing and brand building is all about having right insights that connect to right mindset, whether the consumer is 18 or 80 years doesn’t really matter. Activa 4G is an iconic brand that straddles multiple generations and has a ubiquitous connect with a huge spectrum of consumers. This communication celebrates this progressive, refreshing, new-age attitude and a way of thinking that binds the varied consumers with similar mindset.”
In 2015, a similar campaign of Activa 3G was launched, recreating the sense of pride, joy and community among customers. The TVC showcased a father and daughter on the Activa with attractive background music. Honda had introduced the Activa 3G for customers looking for a new and fresh design along with technological excellence. Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), has always tried not only to add new features to its products, but also try to grab the audience attention with innovative and mesmerising campaigns, capable of forming a connect with the viewers.
TVC of Activa 3G
Client: Honda Motorcycle and Scooter India Pvt. Ltd
Creative Agency: Dentsu One Pvt Ltd
National Creative Director: Titus Upputuru
Creative team: Titus Upputuru, Auryndom Bose, Neharika Awal, Chinmoy Bhowmick
Planning team: Anand Murty, Samik Chaterjee
Account Management Team: Yoshio Habu, Abhinav Kaushik, Aakash Jain, and Ganesh Parthiban
Agency Producer: Dawa Lama
Film Director: Amit Sharma
Voice over: Piyush Mishra
Producer: Poonam Wahi
Production House: Chrome Pictures
Music: Abhishek Arora