From pre-sales to after sales, from safety riding training to customisation of products, from racing to adventure — Honda Motorcycle and Scooter India Pvt. Ltd. have launched a corporate campaign ‘Teri Har Udaan, Hamari Shaan’ to communicate the commitment and experience Honda offers to its customers.
The film conceptualised by Dentsu One, a Dentsu Aegis Network division, demonstrates how Honda has given wings of freedom to the rides of millions of Indians in the last 18 years and have touched their lives in different ways.
The story opens in the Honda factory where Honda associates gather for their shifts. The group is joined by Akshay Kumar, the brand ambassador. They stand together and sing, “Dil hai, jaan hai, imaan hai… teri har udaan, hamari shaan hai”
As the song continues, several customers are seen in the background experiencing Honda’s offerings in sales, after sales, service, road safety, customisation, racing and adventure.
Towards the end of the film, we see Akshay Kumar himself experiencing the joy of adventure on the hills while riding Africa Twin. The film marks the introduction of Joy Club, Honda 2Wheeler India’s loyalty programme, which customers can join and enjoy benefits.
Yadvinder Singh Guleria, Senior Vice-President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “The trust and patronage of our customers towards 'Brand Honda' reflect in the expanding customer base of 39 million Honda wing riders. With the new corporate film, we aim to further strengthen our commitment by 'Serving our Customers with a Smile' in all areas of engagement and provide them with the 'Joy of Riding' in pursuit of their Dreams!”
Titus Upputuru, National Creative Director, Dentsu One, said, “Usually we create communication for the customers. At times, we create a brand’s internal audience. We thought this could be a rare opportunity where the communication could be more than just customer facing. We thought we could use this opportunity to uplift, motivate and inspire every single individual who is associated with the brand. We asked a question, ‘How does it feel to make someone fly?’”
“The song ‘Teri har udaan, hamari shaan’ shows Honda associates, dealership staff, service staff taking a pledge that they will put all of their ‘dil, jaan, imaan’ into every little thing they do. The film celebrates spirit and action in equal measure, however small or big,” Upputuru added.
Abhinav Kaushik, Executive Vice-President, Account Management, Dentsu One, said, “In marketing, we often talk about touchpoints through which a brand needs to engage with its customers. For most brands, it’s a tick-mark and a numeric count of how many touch points they have. With this campaign and ground-level initiatives, Honda wants to ‘touch’, ‘empathise’ and ‘engage’ with its customers to create deep-rooted and inseparable bonds of trust and commitment that transcend the ‘touchpoints to trust-points’. The relentless spirit to create long-term value for its customers is clearly the objective that Honda is pursuing here.”
Client: Honda Motorcycle and Scooter India Pvt. Ltd.
Creative Agency: Dentsu One Pvt. Ltd.
National Creative Director: Titus Upputuru
Creative Team: Titus Upputuru, Archana Sudarshan, Vishnu Das Kunchu, Vishal Mittal, Utsav Chaudhary
Planning Team: Anand Murty, Samik Chatterjee
Executive Vice-President, Account Management: Abhinav Kaushik
Vice-President: Yoshio Habu
Associate Account Director: Aakash Jain
Account Executive: Soumya Arora
Associate Vice-President, Films: Dawa Lama
Director (of the film): Hemant Bhandari
Producer: Abhishek Notani
Production House: Chrome Pictures
DOP: Jishnu Bhattacharjee
Music: R Anandh, Nitin Dubey
Lyrics: Titus Upputuru