Honda Motorcycle and Scooter has launched a new advertising campaign titled ‘Step-up’ for its latest entrant in the ATSC (automatic scooters) category – Activa 125. The television commercial (TVC) is created by Dentsu Marcom.

The new TVC showcases how Honda is carrying forward the legacy of brand Activa, by further strengthening and expanding its foothold through the new two-wheeler in a hitherto unexplored 125 cc sub-segment.

Honda Motors dominates the entire ATSC segment in the two-wheeler category, but has been absent in the 125 cc version. With the launch of the Activa 125 the company has a chance to establish yet another Honda stronghold.

Honda has already created a space for its bikes in India. The challenge for the creative agency was to create a communication that would build on the legacy of Activa. The campaign was aimed at positioning the newest launch, Activa 125, as the undisputed choice.

After brainstorming, the creative team came to the conclusion that the ‘need to affirm power’ binds men from different parts of the country. “Owner’s pride is known to cause neighbour’s envy. But we realised there are exceptions. When we were briefed on the new 125cc's more powerful, more stylish variant, we decided not to go on the regular path of envy, and we zagged,'' said Titus Upputuru, National Creative Director, Dentsu Marcom.

(This article was published on June 26, 2014)
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