April 28, 19.30 PM IST || Pocket News Alert
New Delhi, 28 April, 2016: Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has premiered the television commercial (TVC) for its latest Street Naked Sports Motorcycle – 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 (running on air across channels) has received excellent response from the youth.
Objective of the campaign
Indian youth is supremely ambitious and confident, they believe in their dreams. Inspired by their dreams, Honda launched itsfaster, smarter and sportier marvel on two wheels –CB Hornet 160R in December 2015. Since then, the CB Hornet 160R is fast gaining acceptance among youth and sales have already crossed 50,000 units in less than five months since its launch.
As a next step, the objective of the first TVC is to build on the early success of CB Hornet 160R and contribute to further consolidating Honda’s share in the 150-200cc motorcycle segment.
Brief shared with the agency
Positioned as a faster, smarter and a sportier machine aimed at the Indian youth, the new CB Hornet 160R is an unbeatable combination of RAW power, REAL muscle and RIPPED performance. A leader in the performance as well as technology front, CB Hornet 160R is one of the first BS IV compliant motorcycles of India.
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.
Approach
The target audience of CB Hornet 160R are young adults in the age group of 20-28 years; mainly comprising professionals, early adopters and tech savvy people residing in metros and other major cities.
The film was conceptualised to show the inherent connect between new CB Hornet 160R and its identified target group. Today’s youngsters are clear on expressing themselves and work on their physical built as well as aggressive built of their performance bike.
Similarly, the aggressive CB Hornet 160R is built to perfection carrying the minute details of reaching the ultimate perfection of built, quality and unmatched performance.
Film Descriptor
The 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.
Excerpts from Spokespersons
Elaborating on Honda’s communication line for the CB Hornet 160R, Mr. Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “The 150cc-180cc segment is leading overall motorcycle growth. Customers of this segment demand best performance without any compromise in styling, which reflects their inherent aggressive go-getter attitude towards life. Inspired by them, 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 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 Titus Upputuru, National Creative Director – Dentsu Marcom.
“The consumer of 150-180cc motorcycle segment wants a motorcycle that’s purely like him – high in performance, advanced in technology and unique in style. The new CB Hornet 160R is a unison of all of these and it stands differentiated on its overt physicality and the naked-aggressive design. The bike truly mirrors the metrosexual who rides it and epitomizes his bold in-your-face attitude,” said Abhinav Kaushik, VP Account Management – Dentsu Marcom.
URL of the TVC
Campaign Summary
Campaign elements: TVC, Print, outdoor, Digital, Cinema
Client: Honda Motorcycle and Scooter India Pvt. Ltd.
Creative Agency: Dentsu Marcom Pvt Ltd
National Creative Director: Titus Upputuru
Creative team: Titus Upputuru, Rajesh Minocha, Abhinav Karwal, Sumanyu Singhal, Yudhajit Mukherjee, Nandini Pathania
Planning team: Anand Murty, Ajinkya Pawar
Films: Dawa Lama
Director (of the film): Bharat Sikka
Producer: Salil Khurana
Production House: Flying Pigs Films
DOP: Jo Eken Torp
TVC Details
Title of film: “Built After You”
Duration: 60 seconds
Campaign breaks as of: 23rd April 2016
Exposure: Television, Digital