Honda Motorcycle & Scooter India (HMSI) has launched a 360-degree marketing campaign to celebrate India’s first choice of mobility on two wheels – All-New Activa 6G BS-VI, now in its 6th generation. Conceptualized 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 ‘scooters’ India like never before. It has also raised the bar with its many new innovations, technology, and advanced features. Taking a cue from this, the latest 6th 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 6. The cricket-loving India – 6 signifies the best possible result and holds the power to change the game. When it comes to two-wheelers, Activa is India’s most loved too. The campaign synergizes the 6 key benefits of the 6th generation Activa 6G with the 6 sixers of cricket. -thereby, ensuring total recall to the Activa 6G – ‘6 Changes the Game’.
Speaking on the campaign, Yadvinder Singh Guleria, Senior Vice President, Sales & 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 6-year warranty package (3 years standard + 3 years optional extended warranty) ensure added 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 favorites; Cricket and Activa, the campaign symbolizes the spirit of common love and joy across the masses.”
Titus Upputuru, National Creative Director, Dentsu One commented, “Sometimes, the story lies in the branding itself. Activa was coming with its 6th generation and it was called 6G. We thought this time Activa is hitting a 6. 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 6 to aid high recall. Casting Billy Bowden as a surprise element was the icing on the cake as he is known for his signature 6 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 6th generation Activa to the game of cricket,” added Abhinav Kaushik, Executive Vice President, Account Management, Dentsu One.
