Brand News

Honda Unveils New TVC Campaign for Activa 3G

21/7/2015

Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has aired its latest campaign for its latest Activa 3G. The new ad campaign for Activa 3G recreates the sense of pride, joy and community amongst customers. The TVC has been created by Dentsu Marcom and is running on air across channels. The new TVC showcases the joy and pride of owning the country’s No.1 scooter brand and gain new customers with Activa 3G through its new and fresh design along with technological excellence.

Objective of the campaign
The objective is to further strengthen the leadership stance for brand Activa, showcasing the joy and ride of owning the country’s No.1 scooter brand and gain new customers with Activa 3G.On the other hand, Activa 3G offers a new and fresh design along with technological excellence.

Brief shared with the agency - Dentsu Marcom
Launched some 14 years ago, Activa has dominated the ATSC segment. With 43% market share, Activa is the category leader. Over the years the product has continued to evolve to make the consumer experience better and more rewarding.

To further reinforce leadership, Honda has introduced the Activa 3G (Activa 110cc with a new look) for customers looking for a new and fresh design along with technological excellence.

Approach
The target group for Activa 3G is fairly spread over a broad range of age group; ranging from young professionals/businessmen, residing in metros and other major cities. After a thorough market research the creative team curated an appropriate positioning. Through the new Activa 3G we aimed to bring alive this sense of pride, joy and community with a simple song that’s not only well known but also reflects the exclamation of pure delight “Vaah Vaah Vaah” that pours forth from all quarters.

Film Descriptor:
The film starts with the shot where local artists are singing in a train passing through picturesque hills. The protagonist aka lead singer, sings along the tunes of the retro classic ‘Cheel cheel chillaake… arey wah wah wah’ song, until suddenly one of the singers spots the new Activa passing by. The protagonist automatically bursts out singing ‘Activah Vaah Vaah’ instead. Co-passengers in the train also look out and see the new Activa and join the song as the train and the scooter travel together until the end when they bid adieu while crossing another Activa with a couple riding and waving with joy.

Excerpts from Spokespersons-
Mr. Y. S. Guleria, Sr. Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “Ever since Activa was rolled out on Indian roads 14 years ago, it has not only emerged as a category leader but has also created a special place in the hearts of millions of customers. With innovations and improvement in technology, Honda has differentiated themselves in terms of product offerings to consumers. With refreshed design, new looks and enhanced technology Activa 3G is sure to win accolades and carve a niche for itself.”

“When we learnt that the nation’s favourite scooter for 14 long years is going to come in an all new avatar, we said ‘arey wah, Activa has become Activah!’ The song and the train came soon after,” said Titus Upputuru, National Creative Director - Dentsu Marcom.

“The communication of the Activa 3G is a tribute to the ubiquitous scooter that paved the way for this segment since its inception. This communication not only celebrates the previous Activa variants and owners but would also influence new consumers to become a part of the Activa family by bringing home the new Activa 3G.” said Abhinav Kaushik, VP Account Management - Dentsu Marcom

Below is the link to the Activa 3G TVC campaign:
https://www.youtube.com/watch?v=s3jp7OQyTpo

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