Honda Motorcycle & Scooter India (HMSI) has launched a 360-degree marketing campaign to celebrate choice of mobility on two wheels — the all-new Activa 6G BS-VI, now in its sixth generation.
Conceptualised and executed by Dentsu One, the creative agency from the house of Dentsu Aegis Network (DAN) India, the campaign salutes this ‘Power of 6’ with a celebratory kick-off to commemorate the beginning of 2020.
In its 19 years of journey, Activa has raised the bar with its many new innovations, technology and advanced features. Taking a cue from this, the latest sixth generation avatar — Activa 6G BS-VI — has decided to change the game of mobility, unleashing it with a #AQuietRevolution.
The campaign aims to further strengthen the leadership position of Activa using the common thread of six. For the cricket-loving India — six signifies the best possible result and holds the power to change the game. The campaign synergises the six key benefits of the sixth generation Activa 6G with the six sixers of cricket, thereby, ensuring total recall to the Activa 6G, ‘6 Changes the Game’.
Yadvinder Singh Guleria, Senior Vice-President, Sales and Marketing, Honda Motorcycle & Scooter India, said, “Ever since its inception, Activa has changed the way India rides. Our advanced technologies like eSP, many first-in-segment features, including ACG starter motor and PGM-FI technology provide a perfect mix of power to the legend. A significant increase in mileage along with Honda’s six-year warranty package (three years standard + three years optional extended warranty) ensures additional value for our customers. Like cricket, Activa too has a loyal fan following of more than 23 million Indians. Combining the two-classic nation’s favourites; cricket and Activa, the campaign symbolises the spirit of common love and joy across the masses.”
Titus Upputuru, National Creative Director, Dentsu One, said, “Sometimes, the story lies in the branding itself. Activa was coming with its sixth generation and it was called 6G. We thought this time Activa is hitting a six. Cricket is known for its commentary, so we used the narration to sound like real commentary from a cricket match. We executed a simple visual hook of a six to aid high recall. Casting Billy Bowden as a surprise element was the icing on the cake as he is known for his signature six signal.”
“Activa has not only been changing the category dynamics with its every new generation since its first launch in 2001 but is also building a strong and inseparable emotional bond with India. With the launch of new Activa 6G, equipped with segment-first features, Activa has once again upped the benchmark. India loves cricket as much as they love Activa 6G and this forms the basis of our product story that seamlessly connects the 6th generation Activa to the game of cricket,” added Abhinav Kaushik, Executive Vice-President, Account Management, Dentsu One.
The TVC depicts the six new blockbuster benefits of sixth generation of Activa. Honda’s trusted 110cc PGM-FI HET (Honda Eco Technology) engine brings future technology to the present and results in 10% increased mileage. The sophisticated and precise Enhanced Smart Power (eSP) technology with unique Honda ACG starter for a silent start every time. Adding more new value to this are the many new incredible features such as the new telescopic suspension with increased ground clearance ensures smoother ride over rough roads. Moreover, the new engine start/stop switch, new external fuel lid easily accessible by the integrated dual function switch and bigger 12-inch front wheel make the Activa 6G a true game-changer.
The six new technologies in Activa 6G and its new advanced features are highlighted throughout the TVC supported by commentary with cricket terminologies and flavour.
The film opens with a rider removing the covers off his brand new Activa, just like the covers are removed from the pitch before a game of cricket.
The TVC also shows the universal love and trust of Indian customers on Activa. The Activa 6G impresses individuals pan-India with the newly added features who show their appreciation to this by raising their hands to make a six gesture.
The film ends with cricket umpire, Billy Bowden who is equally impressed. Billy makes his signature six gesture when he sees the product and the voice-over concludes, Activa 6G – 6 Changes the Game!
Client: Honda Motorcycle and Scooter India Pvt. Ltd.
Creative Agency: Dentsu One Pvt. Ltd.
National Creative Director: Titus Upputuru
Creative Team: Vishal Mittal, Vishnu Das Kunchu, Akash Swami, Dibakar Das, Utsav Chaudhary
Planning Team: Anand Murty, Samik Chatterjee
Executive Vice-President, Account Management: Abhinav Kaushik
Vice-President: Shiguma Shinohara
Account Director: Aakash Jain
Senior Account Executive: Ishaan Day
Account Executive: Soumya Arora
Associate Vice-President, Films: Dawa Lama
Director (of the film): Shimit Amin
Executive Producer: Salil Khurana
Production House: Katapult Films
DOP: Sejal Shah