Gurugram: Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) rolled out its latest television commercial (TVC) for the effortlessly stylish CB Shine SP which is on air now.
The ‘Effortless Style. It’s Special!’ campaign’s central theme is how the technologically advanced CB Shine SP lets the rider boast his personal style effortlessly with confidence.
Developed by Asatsu DK Fortune Pvt Ltd (ADK), the campaign features Himansh Kohli, the promising Bollywood debutante and the youth icon. The commercial is live on-air on popular channels.
The ‘Effortless Style!” campaign aims at reinforcing the distinctive positioning of CB Shine SP. The communication is targeted towards the aspirational 20-30 year olds (young professionals mostly unmarried males, students and self-employed) who are first time motorcycle buyers and desire a premium and urbane stylish motorcycle.
The campaign treatment stands out as its narrative reinforces how CB Shine SP is more than just a product but evokes a ‘special’ emotional connect. All this while rationally reinforcing that it is leagues ahead of competition when it comes to product attributes. Considering the target audience, the TVC is a slice of life of the young Indian customer who is a working professional, is committed to work and also fun.
Honda’s TVC film connects with the urban young in the lingo of fun and fashion. The film beautifully and yet, in a comic manner, tells us how people go to great lengths to look stylish but compromise on comfort. There are few who can confidently carry off style, effortlessly.
“Honda isIndia’s most preferred brand in the 125cc executive motorcycle segment. While CB Shine is the choice of mature professionals, its younger sibling CB Shine SP is a successful Urban Commuter with added advantage of 5th gear and digital analog meter. With this campaign, Honda is connecting with the aspirational buyers seeking that extra style and want to stay a step ahead effortlessly”,said Mr. Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd.
“CB Shine SP 125 is one of the most stylish bikes in the 125cc motorcycle segment. We had to showcase the rider imagery in an easy and effortless manner.” said Subroto Pradhan, Managing Partner, ADK Fortune Communications Pvt. Ltd.
“The calling card is style and the seamless design of Shine SP makes it effortless to exude one’s unique style. The creative amplification is a commentary on how people try to do that extra bit to come across as stylish which might end up making them look stupid at times. Defeating the basic purpose.”Akashneel Dasgupta, ECD, ADK Fortune Communications Pvt. Ltd.
Campaign elements: TVC, Print, PoS
Client: Honda Motorcycle and Scooter India Pvt. Ltd.
Creative Agency: Asatsu DK Fortune Pvt Ltd (ADK)
Creative team: AkashneelDasgupta, TamannaVirmani, Rajanish Jain, Abhishek Sharma
Account Management: SubrotoPradhan, Jay Majumder
Director (of the film): ManojPillai
Production House: Small Fry