ITV

Tag: Honda

  • Honda’s launches TVC for new entrant Dream Neo

    Honda’s launches TVC for new entrant Dream Neo

    MUMBAI: Dentsu Marcom has rolled out a new TVC for Honda‘s Dream Neo, which went on air on 8 August. The TVC titled Apni Film Ka Superstar announces Honda‘s new offering which aims at getting a better foothold in the entry level of two-wheeler market.

    The ad film showcases a man saying, “Ye meri phillum hai aur iss phillum ka main Superstar hoon.” The TVC shows this man getting ready for his act, by donning the sun glasses and jacket which says Horn Ok Please. He then says that when he gets on his Dream Neo, the stellar features of the bike help him feel on top of the world to the extent that all the villains in his life appear like small time rowdies.

    We see a testimony of this when he rides past the kanjoos lala whose vehicle is broken and the throttle of the Dream Neo makes his hat, umbrella etc. fly away, much to the angst of the lala. Similarly we see him conquer the badnaam traffic and zaalim raaste.

    In the end we meet ‘Mrs Superstar‘, who comes down to welcome him home. As he asks her “Phillum chale?” and she replies saying, “Apni phillum itni achchi toh auron ki kyon dekhe?”

    The film ends with the tagline “Dream Neo, Bano apne phillum ka superstar”

    According to Titus Upputuru, “Dream Neo is meant for the mass segment, for men whose lives are laden with hardship. The TVC helps this man picture himself as a hero. We shot this in the interiors of Gujarat.”

    Dentsu Marcom VP planning Anand Murty said, “In our visits to markets across the country, we didn‘t just meet ‘consumers‘ but met personalities and characters. We didn‘t just hear about ‘a day in the life of‘ but heard stories, accounts and carefully crafted dreams. And these accounts, these stories were told in a voice that was assured, strong and determined to make it to the top. So we crafted this little story about a man who with his bike feels like a superstar.”

    “I am confident that the new TVC of Dream Neo will create a top of the mind recall with its out-of-the-box and local customer centric theme,” added Honda Motorcycle and Scooter India VP sales and marketing Y.S. Guleria.

  • Dentsu helps Honda in repositioning the new CR-V

    MUMBAI: Dentsu Communications has developed a new campaign for the latest model of the Honda CRV.

    The objective of the campaign was to position the car as a superior choice over offerings such as the Hyundai Santa Fe and the BMW X1. Along with this, the campaign was expected to highlight the features of the car like new Intelligent Multi Information Display (IMID), new Audio Video Navigation (AVN), Eco Mode, Eco Assist, higher fuel efficiency, multi-configuration folding capacity for the rear seats, and the most powerful engine under the hood.

    Taking the first step in repositioning the new Honda CR-V in its ‘Urban Recreation Vehicle’ avatar, the agency decoded the target consumer. As a “been-there, done-that Accomplished Life Juggler,” the target was not a stranger to a life well-lived. In depth exploration revealed that the TG dons many hats daily to make the most of his myriad interests and passions rather than give in to the cliché of so much to do, so little time. In doing so, he looks for many similar partners in crime from his possessions and the multi-sensorial experiences that he can embark on, enabled by these possessions. Thus, the intention of the campaign is to position the new Honda CR-V as the perfect partner for someone who does and wants to do many wonderful things.

    The agency decided that it in order to get the TG to relate to the CR-V the feel of the campaign should be like a series of fast paced mini videos; some homemade, some big screen material, much like the different points in time in the TG’s life and routine. The idea was to communicate that the CR-V is for people like him (the TG), because like him it has inexhaustible energy for life and adventure.

    The film shows a man about 40 sitting in a studio while stylists, hair and make-up artists come and go, giving him different looks. He dons various looks that show the different lives he lives, the life of a fisherman, a golfer, a corporate czar, a chef, a scuba diver and a polo player. The film uses stop motion technique and is produced by Mud n Water.

    Dentsu MArcom NCD Titus Upputuru said, “The idea was that after you reach a certain level in life, you are not asked “what you do” but “what do you like doing best”. Which basically goes on to say that the man has moved on from chasing one thing in his life but has moved up the ladder, and has developed many more interests and has started finding time to chase all of them. The all new CR-V in many ways, is both a metaphor and an enabler of this way of living.”

    Dentsu India national planning director Narayan Devanathan said, “The Honda CR-V is one of those few vehicles, even for a class of people who are accomplished, that qualifies as the car that’s talked about on a bumper sticker that says “When I grow up, I want to be a ….”. A goose-bump inducing car and drive deserved a simple but classy idea that could do justice to them. And much like the many lives that the CR-V enables, one look at it inspired many ideas on how to create engaging communications around it. What you see is what rose to the top (like the ones who will drive the CR-V). But every idea we had was as fun and engaging.”

  • AliveNow to handle Forum Malls’ social media biz

    MUMBAI: Bangalore-based social media agency AliveNow has won the social media mandate of the city‘s Forum Mall.

    The agency will carry out digital marketing activities for Forum Mall, Koramangala and Forum Value Mall, Whitefield.

    AliveNow CEO Adhvith Dhuddu said, “We are very excited to partner with Forum Mall and the Prestige Group to promote this iconic mall on social media. Malls could benefit from these social media tools and push the brand towards better visibility, and we plan to execute some very innovative and interesting campaigns for Forum Mall on Facebook and other social platforms.”

    Forum general manager – mall operations Mall Ramaraju added, “Forum Mall being one of the pioneers of the mall culture in Bangalore, is gearing up to elevate the brand proposition to the next level. Understanding the demographics of our TG who are significantly prevalent on social media platforms, we are pursuing to establish a better user interface to engage them further. We aim to create such an experience wherein our customers, even while being seated within the comfort of their homes, can still interact with us. Our goal is to enable our customers to carry the experience of visiting our mall out of the premises and beyond, thus creating effective brand recall”.

    AliveNow has also worked with brands like Hard Rock Cafe, Pepsi, Hyundai, Honda, Chevrolet, ITC, Prestige Smart Kitchens, Fortis and Barista Lavazza.

  • Honda unveils brand strategy for ‘Dream’ series in India

    Honda unveils brand strategy for ‘Dream’ series in India

    MUMBAI: After splitting from its local joint venture partner Hero, Honda Motorcycle and Scooter India (HMSI) launched its India specific three-pronged corporate direction.

    Honda‘s brand slogan in India ‘Sach Kar Denge Sapne‘ is inspired by the global brand slogan ‘Power of Dreams’. It aims to connect emotionally with customers of all demographics and psychographics by associating with brand ambassador Akshay Kumar and to create a new benchmark with Dream Yuga – Honda‘s foray into the mass motorcycle segment.

    The slogan recognises India as the centre of the global two-wheeler business for the coming times, and expresses Honda‘s future vision: to share “our dreams with others and make them a reality”.

    The company said Bollywood actor Kumar has both emotionally touched and rationally inspired a generation of young Indians to become achievers and, hence, captures the essence of brand Honda.

    Honda‘s first mass motorcycle, Dream D, was launched in 1949 by founder Soichiro. Since then, Honda has launched a series of successful ‘Dream‘ models globally. With a legacy of over 50 years, Honda has now launched the legendary Dream series in India. With Dream Yuga launched, Honda has taken its first big step towards mass mobility in India.

  • Dentsu Marcom wins Honda bikes creative duties

    MUMBAI: Dentsu’s creative agency Dentsu Marcom has bagged the creative duties for Honda Motorcycle and Scooter India‘s CB Shine range of bikes, and the soon to be launched Dream Yuga. The win came on the back of a multi agency pitch.

    The agency will now manage all the bikes launched under the brand ‘Dream’. A surce close to the development confirmed the news to indiantelevision.com.

    Currentl,y Honda’s Dio brand is handled by Grey while the CBR brand is with Dentsu Marcom.

    Honda, which is based in Japan, operates in India through three business divisions – Honda Motorcycle & Scooter India (two-wheelers division), Honda Siel Cars India (manufacture of four-wheelers) and Honda Siel Power Products manufacture of the entire range of power products).

  • Honda CBR continues to be with Dentsu Marcom

    Honda CBR continues to be with Dentsu Marcom

    MUMBAI: Dentsu Marcom has retained the media account of Honda‘s sports bike brand CBR.

    Sources from the agency have confirmed the development to Indiantelevision.com.

    Honda had called the pitch for CBR and Dio in December last year.

    The Honda CBR models are a series of sports bikes. Honda Motorcycles will soon launch seven new bike models in India that include 2012 model of CBR 250R, CBR 150R, 2012 model of CB Shine, CBR 1000RR Fireblade, 2012 model of Dio and VT 1300CX.

  • Bindu Sethi returns to JWT as chief strategy officer

    Bindu Sethi returns to JWT as chief strategy officer

    MUMBAI: JWT has appointed Bindu Sethi as chief strategy officer India.

    The appointment is close on the heels of appointment of Bobby Pawar as its chief creative officer and managing partner for India. The creative agency said that with Sethi‘s appointment will further strengthen the senior leadership of the agency and complete its senior management.

    Earlier this year, Sanjeev Bhargava had joined the agency as managing partner in Delhi and Max Hegerman as head of digital.

    “The Indian market is becoming increasingly complex. Choice has a whole new meaning for the consumer; the strategic challenge is high,” said Bindu. “A smart perspective and smarter ideas can unravel the complexity. It is the creative solution that then finally dissolves complexity and resolves the choice preferences of consumers. Joining JWT puts me in a position to take on these marketing challenges.”

    JWT India CEO Colvyn Harris added, “We are moving decisively to build our bench strength, and bringing Bindu into this role is an important part of that strategy. We are pleased to have Bindu back in the fold. We know from experience that she‘s a valuable asset, and she‘s gone on to grow her skills at the national and Asia Pacific level. Now she brings all that experience back to us, and our clients. Bindu‘s mandate will be to develop and integrate our strategic planning capabilities and help deliver on our vision to be a creative powerhouse as we create the best value proposition for our clients.”

    It‘s a home coming for Sethi as she had worked with JWT in 1988 (then known as Hindustan Thompson Associates or HTA). She comes with experience from both the advertising industry and the corporate sector. She was most recently the Asia Pacific strategy officer for Grey Worldwide, including Grey India‘s national planning director, where she worked with a wide range of clients including GSK, Honda, Reliance Communication, Britannia and Ferrero.

    “Bindu is extremely talented and I am delighted to have her back on board,” said JWT Asia Pacific president Michael Maedel. “She brings depth, experience and insight to this critical leadership role. Given India is an increasingly important market for many of our global clients, this appointment is both vital and timely.”

  • MTV, VHI US go Pink in association with Honda

    MTV, VHI US go Pink in association with Honda

    MUMBAI: MTV and VH1 in the US will paint their broadband and mobile platforms Pink with content from an exclusive flashmob concert in New York City with platinum-selling
    LaFace/Zomba artist Pink. The concert footage features music from Pink’s latest album, I’m Not Dead.

    The concert was the result of a contest launched last year in conjunction with Honda and its advertising agency RPA to promote the launch of the 2006 Honda Civic. MTV and VH1 worked with Honda to develop the extensive 12-week Honda Civic Under The Hood campaign featuring a series of music-based interstitials that drove viewers to various media platforms to enter their zip codes, giving the region with the most entries a “flashmob” concert by a national music artist.

    VH1 and MTV joined forces for the first time ever in creating a cross-channel multiplatform campaign that amplified the reach of the networks’ live music franchises to support the launch of the 2006 Honda Civic.

    On 5 April, text messages and emails went out to contest entrants informing them of the Pink “flashmob” concert in New York that evening. The first 200 to respond to the message won access to the event at Crobar. Pink Across All VH1 and MTV Platforms

    From tomorrow 13 April, footage from the exclusive concert, including full songs from Pink’s performance will be available on VH1 and MTV’s broadband channels VSpot (vspot.vh1.com) and Overdrive (overdrive.mtv.com).

    Fans will also be able to enjoy video clips of the concert on MTV Mobile and VH1 Mobile cross-carrier. Pink appeared on MTV’s Total Request Live the day of the concert and upon her exit took a few of the members of the audience and escorted them to the show. In addition, a half-hour version of the concert will air on MTV on 14 April.

    VH1 will also produce a video podcast interview with Pink that will be available for download on VH1.com and iTunes.