Honda commences new Ad campaign for its mass motorcycle -Dream Neo

New Delhi, August 9, 2013: Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) today commences its new Ad campaign titled ‘Superstar’ for its Dream Series mass motorcycle – the 110cc DREAM NEO. This is the first time that HMSI has tried a different route and have gone rural in the ad concept. The TVC is created by Dentsu Marcom will start airing across channels from 12th August 2013. To break into the highest selling segment, DREAM NEO from Honda caters to the needs of the Indians who now aspire for an expression of individual identity with “Apni Film ka Superstar” ad concept. They desire their dream bike to deliver best in class mileage having star features in a limited budget.

Objective of the campaign

To announce the arrival of the new mass bike from Honda’s stable; ‘Honda’s dream for a billion Indians, in order to stamp its presence in motorcycle segment, Honda expanded its product portfolio further in the 100-110cc mass segment and to get a better foothold in the entry level two-wheeler market.

Brief shared with the agency – Dentsu Marcom

Entering a New Era in India, Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI), the only two-wheeler company of Honda in India had announced its plans to aggressively expand its presence through India specific Brand Identity “Sach Kardenge Sapne” and various new launches at India’s largest automobile event Auto Expo 2012.

Honda’s new 100cc mass segment offering – ‘Dream Neo’ will be an extension to its product portfolio further in the 100-110cc mass segment.

Approach

As we delved into the life of the semi-urban, rural consumer, we found a man who was the anchor for his family even as he battled a plethora of daily challenges and changing landscapes. We also found a man who stood out for his confidence and assurance in himself. We wanted to bring alive this dimension and his persona in full glory – something that is lost in stereotypical narratives in competitive communication.

Rather than aspiring to be someone else, we decided to celebrate our protagonist as not just a star but a Superstar in his own life, in his own right.

DREAM NEO from Honda caters to the needs of the Indian mass model riders who now aspire for an expression of individual identity believing strongly in themselves as “Apni Film ka Superstar”. They desire their dream bike to deliver best in class mileage having star features in a limited budget.

Film Descriptor (i.e. describing the film)

The film begins with protagonist saying, “Ye meri phillum hai aur iss phillum ka main Superstar hoon” We see him almost getting ready for his act. We see him donning the sun glasses, the jacket which says “Horn Ok Please”. We then see him riding on a bike through Chambal like rocky terrains. He goes on to say “Iss kahani main kayi saare villain hain, kabhi ye kabhi ye toh kabhi ye” And we see the villains in his life – “the kanjoos lala, the badnaam traffic and the zaalim raaste”

He then goes on to say that when he gets on his Dream Neo, the stellar features of the bike, help him feel on top of things so much so that all the villains in his life appear like small time rowdies who if he blew on them, they would fly away.

We see a testimony of this when he rides past the Kanjoos lala who’s vehicle is broken and the throttle of the Dream Neo makes his topi, umbrella etc fly away, much to the angst of the lala. Similarly we see him conquer the badnaam traffic and zaalim raaste.

In the end we meet the ‘Mrs Superstar’. She comes down to welcome him home. As he asks her “Phillum chale?” she replies saying, “Apni phillum itni achchi toh auron ki kyon dekhe?”

The film ends with the tagline “Dream Neo, Bano apne phillum ka superstar”

Campaign Summary

Excerpts from Company Spokesperson-
“Creating a new paradigm in mass mobility, DREAM NEO is Honda’s Most Affordable and Most Fuel Efficient 2Wheeler ever in India. While DREAM NEO is loaded with attractive & best in class features like Top Mileage of 74 kmpl*, it is being delivered at a truly aggressive pricing to delight Indian customers. I am confident that the new TVC of Dream Neo will create a top of the mind recall with its out of the box and local customer centric theme”, said Mr. Y. S. Guleria, Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd.

Excerpts from Agency Spokesperson-
“The idea was simple – what would happen if the struggling man out on the street thought that his life was a movie, and that he was the protagonist of his own movie. Honda’s latest offering, Dream Neo, helps him take this leap in his mind. The 110 cc motorcycle has stellar features that help him conquer the daily grind and be on top of things. We thought this was apt story because we are talking to an audience who are heavily influenced by the visual 75mm screen. They look up to the superstars. We thought what if we make them think that they could be the Superstars of their own lives that they, if they wish to, could live the lives of the icons they look up to”,  said Titus Upputuru, NCD - Dentsu Marcom

* (Mileage based on internal Honda test ride mode that is close to actual city riding conditions)