Dentsu One, Honda launch new TVC for CB Shine

Mumbai: Honda Motorcycle and Scooter India, has introduced their latest television campaign ‘Kya Shine Hai!’ for CB Shine – India’s No. 1 selling 125cc motorcycle.

Developed by Dentsu One, the creative agency from Dentsu Aegis Network, the TVC is now on-air across all popular channels. The central theme of the campaign is to celebrate the brand legacy of CB Shine; whilst taking forward the core idea – ‘Shine Karna SabkoAcchaLagta Hai’.

The essence of the TVC is represented in the form of a jingle ‘Jab Shine ho super, toh collar upar’. The ad also reinforces the superior comfort level offered while riding a CB Shine with a pillion, be it on any terrain.

The TVC opens with a sequence of a father on his CB Shine dropping his son for his early morning cricket practice. A voice over in the background introduces the bike as ‘Shine aisijosubahkipehlikirankobhipichechorjaye’ As the father sees his son off at the cricket ground, he notices something and signals his son to come back. The father then bends and ties the son’s open shoelace. The son finds his father’s concern and attention inspiring and vocalises his appreciation by raising his father’s shirt collar.

The second sequence shows a newly married couple out for a pleasant evening ride. The husband further emotes his love for his wife by gifting her a rose. The wife appreciates this by raising his collar to show her love and pride for the husband. A voiceover in the background says: ‘Shine aisijodurtakjaye, aram se rishtanibhaye’.

Commenting on the campaign, Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India said, “A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates.”

Titus Upputuru, National Creative Director, Dentsu One said, “When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways.”

Abhinav Kaushik, Senior Vice President, Account Management, Dentsu One said, “CB Shine has been a preference in the 125cc segment of motorcycles due to its quality, reliability and the pride of ownership. The brand comes with a strong equity and legacy and therefore it’s the cynosure of all eyes. The rider and his loved ones acknowledge and appreciate the ‘shine’ and that has been metaphorically portrayed in the brand campaign.”

Campaign Summary

Campaign elements: TVC, Print, Outdoor, Digital, Cinema

Client: Honda Motorcycle and Scooter India Pvt. Ltd.

Creative Agency: Dentsu One Pvt. Ltd.

National Creative Director: Titus Upputuru

Creative team: Vishal Mittal, VishnudasKunchu, Kartikeya Sharma, Utsav Chaudhary

Planning team: Anand Murty, Samik Chatterjee

Account Management Team: Yoshio Habu, Abhinav Kaushik, Aakash Jain, Ganesh Parthiban

Agency Producer: Dawa Lama

Director (of the film): Hemant Bhandari

Producer: Abhishek Notani

Production House: Chrome Pictures