Honda Motorcycle and Scooter has commenced its latest corporate campaign titled 'Honda is Honda'.
In Phase I, the campaign was used as a teaser at various social sites and blogs from July 14-18, followed by the TV teaser which was on air from July 15-18.
Phase II, commencing today, shall see the campaign blitzkrieg across TV, print, radio, outdoor to even cinema. Engaging with his 10 million fans, Honda’s brand ambassador Akshay Kumar too is promoting the campaign through his social page.
The new corporate campaign aims to unambiguously demonstrate that Honda is the partner of choice for Indian two wheeler customers in pursuit of their dreams, and to firmly embed Honda’s Wings as the metaphor of the company's commitment to enable people to achieve the lift they seek.
The brief shared with ad agency Dentsu Marcom was: "At a time when Honda goes about fulfilling the mobility dreams of every Indian, it becomes important to go beyond mere awareness creation to become a part and parcel of Indian two wheeler customer’s emotional landscape.'
The corporate film shows an entire town intrigued by a spectacle taking shape high up in the sky. Divers diving out of two planes hover over the town, to come together to form the Wing aerially.
Speaking about the campaign, YS Guleria, Vice President, Sales and Marketing, Honda Motorcycle and Scooter India, said, ``Honda is Honda is not just another campaign, but announces the start of a new era. Honda has unleashed Wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity, the "wings" as it makes inroads into rural environs.''
The company launched its first corporate campaign with "Hamein Jaldi Hain" (we are in a hurry) campaign, which spoke about how the country was in a hurry and how Honda could help the countrymen and women to their dream destinations. In its second campaign, "we wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off ground. When birds fly, they lift their feet off ground. The brand had this incredible symbol, which we had not leveraged. So it all came together in the new campaign,'' said Titus Upputuru, national creative director at Dentsu Marcom.