Category: Ad Campaigns

BBH’s three quirky films for Creo Mark 1 smartphone

NEW DELHI: The CREO Mark 1, which claims to come out as a new phone every month with never-heard-before features, has now come out with three quirky films that show how its features Echo, Sense and Retriever can be used in different situations. The creative agency is BBH India.

The aim of the Bangalore based consumer technology company Creo is to make sure that ‘what you see is what you get.’ Earlier, the process of metamorphosis showed that software updates could transform the smartphone experience.

The short films tease the use-cases in which the end-customer will need unique features. These videos, active on all company properties, are going to be integral add-ons to the extensively spread out digital campaign that the brand has undertaken.

The aim is to show how life becomes simpler with a smartphone and #MakeBetter Android with features like Echo, Sense and Retriever that are in-built in the Fuel OS that runs CREO Mark 1. The three films employ metaphorical elements, making the core proposition simple to understand, while being relatable to consumers in a humorous manner.

The messages are – with these features, one will never miss a call again because Mark 1 will Echo it; search for anything in your phone that is overflowing with apps and data only by typing it out and Mark 1 will Sense it; and never lose a phone to a thief as it can be got back with a Retriever.

To understand how Echo, Sense and Retriever can be used in different situations, BBH India explains these unique and useful features playfully and vivaciously.

Speaking about the campaign, BBH India Managing Partner and Chief Creative Officer Russell Barrett said, “The excitement of ‘Making’ and helping craft this brand from the very beginning is quite a trip. Along with the lovely people at CREO and through BBH Live we managed to conceive of, write, direct and co-produce these simple, stylish looking films. Hopefully the simplicity and the finish will be something that people appreciate and like.”

Video Links:

Credits
Agency – BBH
Creative Team
Chief Creative Officer – Russell Barrett
Creative Partner (Copy) – Aamir Rangwala
Creative Partner (Art) – Shirin Kekre
BBH Production
Executive Producer – Niddhish Puuzhakkal
Account Management
Managing Director – Arvind Krishnan
Business Head – Delon Mascarenhas
Sr. Business Partner – Khadija Attarwala
Business Partner – Nabanita Chatterjee

Production House – Black Sheep Live
Director – Niddhish Puuzhakkal
DOP – Shikhar Bhatnagar
Production Designer – Dipankar Das Gupta
Cast – Ayush Mehra / Himani Sisodiya / Anshul Kumar / Sharad Gore
Music Composer – Atif Altaf
Vocals – Nayanthara / Thomson
Lyrics – Niddhish Puuzhakkal
Costume – Sania Momin
Make up/ Hair – JD Jagtap
Assistant Directors – Kushnaas Jamshedji / Mohammed Sabahuddin / Carlton Dsilva
Online Editor – Khushal Morajkar / Mathews John ( Splice Studios)
Offline Editor – Unni Krishnan / Arvin Maben (Pixion)
Sound Engineer – Devang Rachh (Splice Studioz) / Rishab Agarwal ( Splice Studioz)
Line Producer – Liyakat Ali

May 3, 2016
BBH’s three quirky films for Creo Mark 1 smartphone

NEW DELHI: The CREO Mark 1, which claims to come out as a new phone every month with never-heard-before features, has now come out with three quirky films that show how its features Echo, Sense and Retriever can be used in different situations. The creative agency is BBH India.

The aim of the Bangalore based consumer technology company Creo is to make sure that ‘what you see is what you get.’ Earlier, the process of metamorphosis showed that software updates could transform the smartphone experience.

The short films tease the use-cases in which the end-customer will need unique features. These videos, active on all company properties, are going to be integral add-ons to the extensively spread out digital campaign that the brand has undertaken.

The aim is to show how life becomes simpler with a smartphone and #MakeBetter Android with features like Echo, Sense and Retriever that are in-built in the Fuel OS that runs CREO Mark 1. The three films employ metaphorical elements, making the core proposition simple to understand, while being relatable to consumers in a humorous manner.

The messages are – with these features, one will never miss a call again because Mark 1 will Echo it; search for anything in your phone that is overflowing with apps and data only by typing it out and Mark 1 will Sense it; and never lose a phone to a thief as it can be got back with a Retriever.

To understand how Echo, Sense and Retriever can be used in different situations, BBH India explains these unique and useful features playfully and vivaciously.

Speaking about the campaign, BBH India Managing Partner and Chief Creative Officer Russell Barrett said, “The excitement of ‘Making’ and helping craft this brand from the very beginning is quite a trip. Along with the lovely people at CREO and through BBH Live we managed to conceive of, write, direct and co-produce these simple, stylish looking films. Hopefully the simplicity and the finish will be something that people appreciate and like.”

Video Links:

Credits
Agency – BBH
Creative Team
Chief Creative Officer – Russell Barrett
Creative Partner (Copy) – Aamir Rangwala
Creative Partner (Art) – Shirin Kekre
BBH Production
Executive Producer – Niddhish Puuzhakkal
Account Management
Managing Director – Arvind Krishnan
Business Head – Delon Mascarenhas
Sr. Business Partner – Khadija Attarwala
Business Partner – Nabanita Chatterjee

Production House – Black Sheep Live
Director – Niddhish Puuzhakkal
DOP – Shikhar Bhatnagar
Production Designer – Dipankar Das Gupta
Cast – Ayush Mehra / Himani Sisodiya / Anshul Kumar / Sharad Gore
Music Composer – Atif Altaf
Vocals – Nayanthara / Thomson
Lyrics – Niddhish Puuzhakkal
Costume – Sania Momin
Make up/ Hair – JD Jagtap
Assistant Directors – Kushnaas Jamshedji / Mohammed Sabahuddin / Carlton Dsilva
Online Editor – Khushal Morajkar / Mathews John ( Splice Studios)
Offline Editor – Unni Krishnan / Arvin Maben (Pixion)
Sound Engineer – Devang Rachh (Splice Studioz) / Rishab Agarwal ( Splice Studioz)
Line Producer – Liyakat Ali

May 3, 2016
Tinkle Joins Ariel India’s Dads #ShareTheLoad Movement

MUMBAI: Tinkle has joined Ariel India’s Dads#ShareTheLoad movement in an effort to spread and support the message of equality within the household, particularly when it comes to household chores. India’s iconic children’s character, Shikari Shambu, will #ShareTheLoad with his wife in the much anticipated May edition of Tinkle. With a long standing record of promoting core values and principles to the next generation, Tinkle’s latest pledge will surely bring to surface the often overlooked issue of household equality.

Speaking on the association, P&G India associate brand director-Fabric Care Sharat Verma said, “We are delighted to have a brand like Tinkle and the ACK group partner with Ariel India on our Dads#ShareTheLoad movement to further spread awareness on the issue of household inequality. With 2 out of every 3 children believing that laundry is ONLY a mother’s task, the conditioning of gender stereotypes is being subconsciously passed down to the next generation. Ariel India joins women across the country to address this cycle of prejudice, by encouraging more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”

Commenting on the partnership, Amar Chitra Katha Media Pvt. Ltd. (ACK Media Pvt. Ltd. is the owner of renowned brands like Tinkle and Amar Chitra Katha) chief executive officer Anuraag Agarwal said, “Tinkle as a brand has always stood for values and principles that can positively shape and mold the next generation. It was important for us to do our part and pledge support to Ariel India’s Dads#ShareTheLoad movement, to ensure that the prejudice of household inequality does not pass on to the next generation. With 2 out every 3 children talking away that laundry is a mother’s job, this was an important message to bring to the surface.”

Bollywood actress Surveen Chawla, also added on the special occasion, “I’m thrilled to hear that the May issue of Tinkle will pledge to #ShareTheLoad with Ariel India. We need to ensure the next generation is raised with the right values on gender equality and end the cycle of prejudice. To have the iconic Shikari Shambu #ShareTheLoad will go a long way in addressing this issue and hopefully also encourage more men to join the movement.”

As the social debate continues to evolve, a new study by an independent third party reveals that 2 out of every 3 children believe that household chores are a mother’s job*, with the stereotype of gender roles being passed down from one generation to the next. With more than 70% of men believing that laundry and housework are their wife’s job*, the message of gender equality within the household takes even greater importance today. These statistics are a clear reflection of a deep-rooted prejudice with defined roles for men and women. Ariel India’s Dads #ShareTheLoad movement joins women in bringing this conversation to surface and has already received local and international support from the likes of Pankaj Kapoor, Supriya Pathak and Tabu to Sheryl Sandberg and Melinda Gates. The movement has created a strong resonance with men and women alike, with dads now stepping forward to join the cause.

Ariel India’s Dads #ShareTheLoad movement has over the past two months, garnered extensive local and global acclaim, with the campaign joining women across India in amplifying their debate for household equality. The ‘Dad #ShareTheLoad’ film has already received close to 50 million views globally. The conversation of inequality withinthe household, particularly when it comes to household chores is one of growing social importance for women across the country and indeed the world.

May 2, 2016
Tinkle Joins Ariel India’s Dads #ShareTheLoad Movement

MUMBAI: Tinkle has joined Ariel India’s Dads#ShareTheLoad movement in an effort to spread and support the message of equality within the household, particularly when it comes to household chores. India’s iconic children’s character, Shikari Shambu, will #ShareTheLoad with his wife in the much anticipated May edition of Tinkle. With a long standing record of promoting core values and principles to the next generation, Tinkle’s latest pledge will surely bring to surface the often overlooked issue of household equality.

Speaking on the association, P&G India associate brand director-Fabric Care Sharat Verma said, “We are delighted to have a brand like Tinkle and the ACK group partner with Ariel India on our Dads#ShareTheLoad movement to further spread awareness on the issue of household inequality. With 2 out of every 3 children believing that laundry is ONLY a mother’s task, the conditioning of gender stereotypes is being subconsciously passed down to the next generation. Ariel India joins women across the country to address this cycle of prejudice, by encouraging more dads and husbands to #ShareTheLoad, since with Ariel Matic anyone can get great laundry results.”

Commenting on the partnership, Amar Chitra Katha Media Pvt. Ltd. (ACK Media Pvt. Ltd. is the owner of renowned brands like Tinkle and Amar Chitra Katha) chief executive officer Anuraag Agarwal said, “Tinkle as a brand has always stood for values and principles that can positively shape and mold the next generation. It was important for us to do our part and pledge support to Ariel India’s Dads#ShareTheLoad movement, to ensure that the prejudice of household inequality does not pass on to the next generation. With 2 out every 3 children talking away that laundry is a mother’s job, this was an important message to bring to the surface.”

Bollywood actress Surveen Chawla, also added on the special occasion, “I’m thrilled to hear that the May issue of Tinkle will pledge to #ShareTheLoad with Ariel India. We need to ensure the next generation is raised with the right values on gender equality and end the cycle of prejudice. To have the iconic Shikari Shambu #ShareTheLoad will go a long way in addressing this issue and hopefully also encourage more men to join the movement.”

As the social debate continues to evolve, a new study by an independent third party reveals that 2 out of every 3 children believe that household chores are a mother’s job*, with the stereotype of gender roles being passed down from one generation to the next. With more than 70% of men believing that laundry and housework are their wife’s job*, the message of gender equality within the household takes even greater importance today. These statistics are a clear reflection of a deep-rooted prejudice with defined roles for men and women. Ariel India’s Dads #ShareTheLoad movement joins women in bringing this conversation to surface and has already received local and international support from the likes of Pankaj Kapoor, Supriya Pathak and Tabu to Sheryl Sandberg and Melinda Gates. The movement has created a strong resonance with men and women alike, with dads now stepping forward to join the cause.

Ariel India’s Dads #ShareTheLoad movement has over the past two months, garnered extensive local and global acclaim, with the campaign joining women across India in amplifying their debate for household equality. The ‘Dad #ShareTheLoad’ film has already received close to 50 million views globally. The conversation of inequality withinthe household, particularly when it comes to household chores is one of growing social importance for women across the country and indeed the world.

May 2, 2016
Radio City aims to teach spoken English to 3 million street kids

MUMBAI: In a first of its kind innovation, Radio City 91.1FM has partnered with cycle candy vendors to create pop-up English schools across Dharavi and like slum areas. Radio reaches more than 99% of India where approximately 30 million children live in slums. Candy vendors on bicycles who visit slum dwellings daily have been provided FM receivers and megaphones and have been incentivised to park their cycles in specific localities every week at a certain time.

During these time bands, Radio City 91.1FM is airing specially designed lessons on spoken English. Candy being a natural draw for the kids, all the vendors have to do is tune in to Radio City on their FM receivers at the designated time slot, play the on-air English lesson and hand out free candy to every kid who sits through it.

Initiated in the slums of Mumbai, the network looks to scale the program up to 10 cities to begin with.In a country where the knowledge of English is an economic enabler, Radio City looks to use their reach to broadcast primary lessons in spoken English.

Speaking about the initiative, Radio City 91.1FM CEo Abraham Thomas said, “Candy Class is an ambitious project and we have rolled out the first phase. Dharavi, as one of Mumbai’s largest slums, seemed to be the right place to start our efforts to give back to Mumbai in a special way under the ambit of Rag Rag Mein Daude City. Using the power and reach of radio to make a difference to the lives of these children might help them gather a lifeskill that they might not otherwise have been fortunate enough to get”.

Radio City has launched a promotional campaign to stimulate this initiative and will follow up with on-ground promotions and special activities for children conducted in slum settlements by radio jockeys and other personnel. The idea for Candy Class was developed in partnership with GREY group India and looks to impact 3,000,000 children nationally. ACORN Foundation India, affiliated to ACORN International, is partnering on the activity in order to help build a sustainable model to popularise and scale up this project in Dharavi.

“What’s really interesting is the way this initiative brings together the power of radio with the cycle candy vendors for a common purpose. Candy Class is not elaborate, does not require huge infrastructure and investments, yet is incredible when you consider the economic and social implications of speaking the language in a country such as ours”, opined Sandipan Bhattacharya, Chief Creative Officer, GREY group India.

Radio City 91.1 FM is a 100percent owned subsidiary of JagranPrakashan Ltd. Radio City 91.1 FM. India’s first & oldest FM brand has been synonymous with the category since its inception in 2001. The station has ruled the airwaves, by being No.1 in Mumbai & Bangalore for over 451+ weeks and a consistent top-2 across all other operating markets, reaching out to over 2.2 crore listeners across the country. A pioneer with first on dial, first on web and first to microlocalise themselves, Radio City was the first to introduce humor on radio with BabberSher, first to launch agony aunt solving love problems with Love Guru, first to launch the biggest singing reality show in India with Radio City Super Singer, first ever FM station to recognize the independent singers & musicians with Radio City Freedom Awards and the first FM station to launch internet radio streams in India with 21 stations & counting!

With a reach across 39 of the most important towns of India, dominating the most important advertiser markets, for the fifth year in a row the brand has been ranked among the Top-25 brands to work for in India by the ‘Great Place to Work’ survey. Led strongly by the philosophy of Rag Rag Mein Daude City, the brand is firmly driven by the passion and the pride that listeners feel for it and associate it to. For further details, log on to www.planetradiocity.com.

About GREY group India:

GREY group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “GREY Famously Effective Since 1917,” the agency serves a blue-chip client roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, Volvo, Britannia, ITC, Ferrero, Saint Gobain, Wipro, BIG, Dell, Adobe, Mondelez, to name a few. GREY was named ADWEEK’s “Global Agency of the Year” and AD AGE’s “Agency of the Year” in 2014. In Asia, Grey Group covers 28 cities in 16 countries, which includes Bengaluru, Gurgaon and Mumbai in India. www.grey.com/india

May 2, 2016
Radio City aims to teach spoken English to 3 million street kids

MUMBAI: In a first of its kind innovation, Radio City 91.1FM has partnered with cycle candy vendors to create pop-up English schools across Dharavi and like slum areas. Radio reaches more than 99% of India where approximately 30 million children live in slums. Candy vendors on bicycles who visit slum dwellings daily have been provided FM receivers and megaphones and have been incentivised to park their cycles in specific localities every week at a certain time.

During these time bands, Radio City 91.1FM is airing specially designed lessons on spoken English. Candy being a natural draw for the kids, all the vendors have to do is tune in to Radio City on their FM receivers at the designated time slot, play the on-air English lesson and hand out free candy to every kid who sits through it.

Initiated in the slums of Mumbai, the network looks to scale the program up to 10 cities to begin with.In a country where the knowledge of English is an economic enabler, Radio City looks to use their reach to broadcast primary lessons in spoken English.

Speaking about the initiative, Radio City 91.1FM CEo Abraham Thomas said, “Candy Class is an ambitious project and we have rolled out the first phase. Dharavi, as one of Mumbai’s largest slums, seemed to be the right place to start our efforts to give back to Mumbai in a special way under the ambit of Rag Rag Mein Daude City. Using the power and reach of radio to make a difference to the lives of these children might help them gather a lifeskill that they might not otherwise have been fortunate enough to get”.

Radio City has launched a promotional campaign to stimulate this initiative and will follow up with on-ground promotions and special activities for children conducted in slum settlements by radio jockeys and other personnel. The idea for Candy Class was developed in partnership with GREY group India and looks to impact 3,000,000 children nationally. ACORN Foundation India, affiliated to ACORN International, is partnering on the activity in order to help build a sustainable model to popularise and scale up this project in Dharavi.

“What’s really interesting is the way this initiative brings together the power of radio with the cycle candy vendors for a common purpose. Candy Class is not elaborate, does not require huge infrastructure and investments, yet is incredible when you consider the economic and social implications of speaking the language in a country such as ours”, opined Sandipan Bhattacharya, Chief Creative Officer, GREY group India.

Radio City 91.1 FM is a 100percent owned subsidiary of JagranPrakashan Ltd. Radio City 91.1 FM. India’s first & oldest FM brand has been synonymous with the category since its inception in 2001. The station has ruled the airwaves, by being No.1 in Mumbai & Bangalore for over 451+ weeks and a consistent top-2 across all other operating markets, reaching out to over 2.2 crore listeners across the country. A pioneer with first on dial, first on web and first to microlocalise themselves, Radio City was the first to introduce humor on radio with BabberSher, first to launch agony aunt solving love problems with Love Guru, first to launch the biggest singing reality show in India with Radio City Super Singer, first ever FM station to recognize the independent singers & musicians with Radio City Freedom Awards and the first FM station to launch internet radio streams in India with 21 stations & counting!

With a reach across 39 of the most important towns of India, dominating the most important advertiser markets, for the fifth year in a row the brand has been ranked among the Top-25 brands to work for in India by the ‘Great Place to Work’ survey. Led strongly by the philosophy of Rag Rag Mein Daude City, the brand is firmly driven by the passion and the pride that listeners feel for it and associate it to. For further details, log on to www.planetradiocity.com.

About GREY group India:

GREY group ranks among the largest global communications companies. Its parent company is WPP (NASDAQ:WPPGY). Under the banner of “GREY Famously Effective Since 1917,” the agency serves a blue-chip client roster of many of the world’s best known companies: Procter & Gamble, GlaxoSmithKline, Volvo, Britannia, ITC, Ferrero, Saint Gobain, Wipro, BIG, Dell, Adobe, Mondelez, to name a few. GREY was named ADWEEK’s “Global Agency of the Year” and AD AGE’s “Agency of the Year” in 2014. In Asia, Grey Group covers 28 cities in 16 countries, which includes Bengaluru, Gurgaon and Mumbai in India. www.grey.com/india

May 2, 2016
Varun Dhawan invites entries for The Skybags Canvas project Season 2

MUMBAI After a successful first season, Skybags from the house of V.I.P Industries is back with Season 2 of ‘The Skybags Canvas Project.’ The campaign is a one-of-a-kind outreach, which offers creative minds a chance to create exciting designs exclusively for a new collection of bags from Skybags.

Starting 29 April, the campaign will allow contestants to upload their fresh and appealing designs and generate maximum ‘likes’ from their friends and followers on social media until 31 March. The entries will be personally reviewed by brand ambassador and actor Varun Dhawan and VIP Industries design and development VP Vasant Dewaji.

The winner’s design will feature on Skybags’ next bag collection and also be awarded a high-performance laptop and the runner-up will win a sensational hover board. Contestants are also in for a great ride as Skybags will give away a new backpack daily to the finest design entry of the day.

Announcing the launch of this campaign Dhawan said, “Skybags is all about moving in style, and nothing screams out ‘style’ louder than designing something of your own. The Canvas Project is something to keep an eye out for; especially for those who want to make a personal statement and like to showcase their creativity. It would be really exciting to see what designs contestants come up with week after week and finally what will be selected as the best design for the new collection.”

Commenting on the marketing campaign VIP Industries VP Sudip Ghose said , “The first season of this campaign was extremely well received by the young, enthusiastic Skybags fans helping us source thousands of design submissions and in season 2 we are hoping to double the figures. As a brand we are always looking at ways to innovate and to offer something unique which truly resonates with our audience. The Canvas Project offers a great proposition not just for the audience to engage with the brand but also for the brand to understand the mindset of the consumers and to offer a quality product.”

April 30, 2016
Varun Dhawan invites entries for The Skybags Canvas project Season 2

MUMBAI After a successful first season, Skybags from the house of V.I.P Industries is back with Season 2 of ‘The Skybags Canvas Project.’ The campaign is a one-of-a-kind outreach, which offers creative minds a chance to create exciting designs exclusively for a new collection of bags from Skybags.

Starting 29 April, the campaign will allow contestants to upload their fresh and appealing designs and generate maximum ‘likes’ from their friends and followers on social media until 31 March. The entries will be personally reviewed by brand ambassador and actor Varun Dhawan and VIP Industries design and development VP Vasant Dewaji.

The winner’s design will feature on Skybags’ next bag collection and also be awarded a high-performance laptop and the runner-up will win a sensational hover board. Contestants are also in for a great ride as Skybags will give away a new backpack daily to the finest design entry of the day.

Announcing the launch of this campaign Dhawan said, “Skybags is all about moving in style, and nothing screams out ‘style’ louder than designing something of your own. The Canvas Project is something to keep an eye out for; especially for those who want to make a personal statement and like to showcase their creativity. It would be really exciting to see what designs contestants come up with week after week and finally what will be selected as the best design for the new collection.”

Commenting on the marketing campaign VIP Industries VP Sudip Ghose said , “The first season of this campaign was extremely well received by the young, enthusiastic Skybags fans helping us source thousands of design submissions and in season 2 we are hoping to double the figures. As a brand we are always looking at ways to innovate and to offer something unique which truly resonates with our audience. The Canvas Project offers a great proposition not just for the audience to engage with the brand but also for the brand to understand the mindset of the consumers and to offer a quality product.”

April 30, 2016
Dentsu Marcom gives ‘raw, real, ripped’ look to CB Hornet 160R

MUMBAI: Honda Motorcycle and Scooter India (HMSI) has premiered the television commercial (TVC) for its CB Hornet 160R. In sync with its aggressive warrior styling, the new commercial of CB Hornet 160R coincided with the much awaited world television premier of 2015’s biggest hit – Bajirao Mastani.

Developed by Dentsu Marcom, a Dentsu Aegis Network Company, the TVC that is running on air across channels has received a welcome response from the youth.

The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R and its advancements in terms of performance, style and technology to the target audience.

Elaborating on Honda’s communication line for the CB Hornet 160R, Honda Motorcycle & Scooter India sales and marketing SVP Yadvinder Singh Guleria said, “Honda launched the new CB Hornet 160R, heralding a new era of Street Naked Sports biking in India. Through this TVC, we have tried to showcase the attributes like unbridled power, ambition, sheer hard work and precision that goes behind sculpting those perfect bodies, be it today’s youth or their machine- the CB Hornet 160R. Within just 4 months of its launch, the CB Hornet 160R has stuck an immediate resonance with the customers and this TVC will definitely help us soar to even greater heights.”

The film was conceptualised to show the inherent connect between new CB Hornet 160R and its identified target group.

“The human body is incredibly built. It’s the greatest machine that is ever built on earth. And increasingly, more than ever before, gyms are mushrooming all over the country, in basements, on terraces, and in swank glass buildings. The new CB Hornet 160 is for this new generation that is as much passionate about building their bodies as it is about motorcycles,” said Dentsu Marcom, NCD Titus Upputuru.

The ad film explores the parallel journey of men building their bodies and the CB Hornet 160R being built in the factory. Fast-paced and edgy, the TVC, though visual and sound spectacle shows the coming together of, ‘building of the human body’ and ‘building of the bike body’, for road ripping ride. This is followed by thrilling shots of the riders creating an X on the tarmac that resembles the X-shaped LED tail lamp on CB Hornet 160R. The film ends with the tagline ‘Built After You’ linked that how the CB Hornet 160R is just as raw. real. ripped as its rider.

April 30, 2016
Dentsu Marcom gives ‘raw, real, ripped’ look to CB Hornet 160R

MUMBAI: Honda Motorcycle and Scooter India (HMSI) has premiered the television commercial (TVC) for its CB Hornet 160R. In sync with its aggressive warrior styling, the new commercial of CB Hornet 160R coincided with the much awaited world television premier of 2015’s biggest hit – Bajirao Mastani.

Developed by Dentsu Marcom, a Dentsu Aegis Network Company, the TVC that is running on air across channels has received a welcome response from the youth.

The brief to agency was to create an adrenalin high communication that reinforces the uniqueness of CB Hornet 160R and its advancements in terms of performance, style and technology to the target audience.

Elaborating on Honda’s communication line for the CB Hornet 160R, Honda Motorcycle & Scooter India sales and marketing SVP Yadvinder Singh Guleria said, “Honda launched the new CB Hornet 160R, heralding a new era of Street Naked Sports biking in India. Through this TVC, we have tried to showcase the attributes like unbridled power, ambition, sheer hard work and precision that goes behind sculpting those perfect bodies, be it today’s youth or their machine- the CB Hornet 160R. Within just 4 months of its launch, the CB Hornet 160R has stuck an immediate resonance with the customers and this TVC will definitely help us soar to even greater heights.”

The film was conceptualised to show the inherent connect between new CB Hornet 160R and its identified target group.

“The human body is incredibly built. It’s the greatest machine that is ever built on earth. And increasingly, more than ever before, gyms are mushrooming all over the country, in basements, on terraces, and in swank glass buildings. The new CB Hornet 160 is for this new generation that is as much passionate about building their bodies as it is about motorcycles,” said Dentsu Marcom, NCD Titus Upputuru.

The ad film explores the parallel journey of men building their bodies and the CB Hornet 160R being built in the factory. Fast-paced and edgy, the TVC, though visual and sound spectacle shows the coming together of, ‘building of the human body’ and ‘building of the bike body’, for road ripping ride. This is followed by thrilling shots of the riders creating an X on the tarmac that resembles the X-shaped LED tail lamp on CB Hornet 160R. The film ends with the tagline ‘Built After You’ linked that how the CB Hornet 160R is just as raw. real. ripped as its rider.

April 30, 2016