Honda Motorcycle and Scooter India Pvt. Ltd. has rolled out a 360-degree campaign titled ‘Effortless style gets Sportier’ for the new CB Shine SP. Developed by Asatsu DK Fortune Communications (ADK-Fortune), the campaign is on air across all popular channels.
Honda’s urban commuter motorcycle CB Shine SP has gained several new value additions in 2018. The new tank shroud with speed lines enhances the style quotient, adding an attitude of sportiness to the overall appeal of the motorcycle. The 2018 CB Shine SP also gets new graphics, a digital-analogue meter with a service due indicator and a low maintenance seal chain.
The objective of the campaign is to strengthen the style imagery of CB Shine SP. It infuses an extra element of sportiness that comes from the refreshed new style of CB Shine SP. The campaign targets customers seeking for extra features in the segment and aspire to be ‘special’.
The story starts with a girl in her early 20s, walking and exploring a street market. She stops at a magazine store and picks up a magazine. The cover page reads ‘Effortless style’ with Bollywood actor Himansh Kohli featured on it. Attracted to his style, the girl sub-consciously starts dreaming. In her dream state, she imagines herself as a pillion with Himansh riding the stylish CB Shine SP on beautiful winding roads with green landscapes and tea gardens.
While they glide ahead on smooth roads, the camera focuses on the special features of CB Shine SP – new sporty tank shroud, sporty graphics, digital analogue meter, service due indicator and clock, low maintenance seal chain, 125cc HET engine, 5-speed transmission, Combi Brake System (CBS) with equaliser and low rolling resistance tyres.
Her dream comes to an end as Himansh applies the brakes. She gets surprised to return back from her dream to the real world and realises the protagonist standing across the road leaning on the stylish sporty CB Shine SP. The sequence concludes with a voiceover ‘You are special in every way’, highlighting how every CB Shine SP rider is special.
Yadvinder Singh Guleria, Senior Vice-President, Sales and Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “The new CB Shine SP 'Effortless style gets Sportier’ campaign differentiates the CB Shine SP rider as someone who doesn’t have to try hard to look stylish, he is effortlessly stylish naturally. And now he gets an extra boost of sportiness which makes him a bonafide style icon.”
Subroto Pradhan, Managing Partner, ADK Fortune Communications Pvt. Ltd., said “The new Honda CB Shine SP has gone up a notch above with its sportier looks and features. It truly mirrors the riders’ imagery whose effortless style exudes a certain charm in a rather playful and sporty way.”
Akashneel Dasgupta, NCD, ADK Fortune Communications Pvt. Ltd., said, “Honda CB Shine SP has a distinct imagery compared to Honda CB Shine. It is younger and cooler. And all its new features make it distinct. We have captured the essence of the brand in a simple story shot beautifully.”
Prasenjit Bordoloi, Creative Director, ADK Fortune Communications Pvt. Ltd., said, “We’re thrilled to help create the next chapter of the Honda CB Shine SP. A stylish bike that does everything effortlessly. And adding to this effortless image of the brand is its sporty features. We kept it simple. A storyline that is all about the bike and how it makes the life of its user effortless.”
Client: Honda Motorcycle and Scooter India Pvt. Ltd.
Creative Agency: Asatsu DK Fortune Pvt. Ltd.
Creative Team: Akashneel Dasgupta, Tamanna Virmani, Ritesh Narang, Prasenjit Bordoloi
Account Management: Subroto Pradhan, Jay Majumder, Pooja Kumari
Director (of the film): Shaunit Motwani
Production House: Pale Blue Dot
Campaign elements: TVC, print, outdoor, PoS, cinema