NEW DELHI: Triton Communications has been allotted the advertising account of Honda Eterno, the four-stroke scooter designed exclusively for Indian market by Honda Motorcycle and Scooter India (HMSI) Private Limited. The 150-cc Eterno is Honda’s first full-sized scooter in the country.
Triton Communications, which has been handling the entire advertising account of HMSI for the last 18 months, will work in association with Japanese agency Dentsu. According to sources, Dentsu will be actively involved with its strategic and creative inputs.
Triton’s task is to inculcate confidence among the target audience as the category is known for usage in rugged manner, and accordingly the communication strategy will focus on associating pride with Honda Eterno. There advertisement strategy comprises print and television commercials, scheduled to break soon.
The Honda Eterno will be introduced in a phased manner starting from North India and closely followed by the West, South and East. According to HMSI, Honda Eterno is a state-of-the-art vehicle, designed to meet Honda’s exacting standards and to meet the desires of the Indian two-wheeler market.
The salient features of Honda Eterno include one-direction gear system like a motorcycle and CLIC (Convenient Lift up Independent Cover) mechanism enables one to easily lift up the Honda Eterno’s bodycover, like the bonnet of a car for better maintenance.
Developed on the basis of feedback and research findings, Eterno will cater to those who require “ additional value keeping the basic needs, something different, a two-wheeler that reflects their basis requirements of great mileage, maximum riding comfort which match driving conditions.” Besides Eterno, HMSI has two other models in Activa (a gearless family scooter) and Dio (motoscooter for the young and trendy).