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Hemant Bhandari, co-founder of production house Chrome Pictures, was given a simple brief by Honda Motorcycle and Scooter India, for the company’s new corporate campaign.
“I was told to make a film that will move hearts. Honda wanted to show how it is committed to what it does, and how they put in dil, jaan and imaan into everything they do. The lyrics of the anthem was the brief,” he said.
Brand trust
Eager to celebrate the joy of its consumers, Honda Motorcycle and Scooter’s new ad campaign ‘Teri Har Udaan, Hamari Shaan’, demonstrates how Honda has given wings to the ride of millions of Indians in the last 18 years and has touched their lives in different ways.
The brand “was intent on highlighting brand trust, which is relevant today in manifold ways. The idea was to showcase all the myriad ways in which the brand touches the customer.” The company has roped in Akshay Kumar as the brand ambassador. Titus Upputuru, National Creative Director (NCD), Dentsu One, says the film celebrates spirit and action in equal measure.
“In the film, we featured several motorcycles and scooters which show normal riding on regular roads. With two motorcycles, however, we took liberty to show different skill sets,” said Upputuru.
“In the racing segment, we showcased the racing strength of CBR 250 which was demonstrated on a racing circuit. In the last sequence we showed Africa Twin which is an adventure bike, which we shot in the mountains of Kashmir,” Upputuru told BusinessLine .
Deep-rooted bond
Speaking about how two-wheeler companies aim to reach their target audience with such advertisements, Upputuru said: “We had a two-pronged approach. We wanted to create greater love for the brand among the consumers and motivate everyone associated with the brand to invest more love into the brand.”
Speaking about the ad creative, the NCD said: “We created this ad with factory staff, dealership staff and service staff. We thought since Akshay Kumar is part of the brand iconography, it was good to show him join hands with Honda and sing the anthem.”
Upputuru added the campaign was an opportunity to uplift, motivate and inspire every individual who is associated with the brand. The film marks the introduction of a loyalty programme, Joy Club-Honda 2Wheeler.
Yadvinder Singh Guleria, Senior Vice- President, Sales and Marketing, Honda Motorcycle and Scooter India, said: the trust and patronage towards brand Honda is reflected in the expanding customer base of 39 million Honda wing riders. “With the new corporate film, we aim to further strengthen our commitment and provide customers the ‘Joy of Riding’ in pursuit of their dreams.”
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