Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has been going strong in the Indian market. The company this time around has aired its second TVC campaign that showcases its new and exciting 2015 editions of Dream series motorcycles namely - CD 110 Dream, Dream Neo, Dream Yuga motorbikes. As a sequel to its first campaign, the 2nd TVC of Dream series carries forward the intriguing story of the first campaign. The new, Part II TVC sees Akshay Kumar return with a bang in his triple role odyssey. The TVC portrays 2015 edition of Honda Dream Series as the natural extension for varied customer range – aspirational class, stylish youth or even the classy office goer.
The new campaign created by Dentsu Marcom shall be on-air in 100+ channels across all genres sometime till the end of June. Despite weak sentiments of users in the 100-110cc motorcycle segment, Honda continues to gain momentum with its Dream series. The first campaign was successful in leading the consumers on higher level of awareness of the Brand’s multiple product portfolio in the segment under Dream series. The sequel is expected to take the desire of the customer to conviction of owning one.
With the new campaign the company attempts to consolidate its mass product offering under 2015 cosmetic upgrades of Dream Series motorcycles. Wherein, the three distinctive propositions from a consumer point of view are - Dream Neo being a Durable and Sturdy motorcycle, Dream Yuga offered as a Stylish option in the 110cc stable and CD Dream 110 being a value for money variant that is offered with an unmatched legacy of ‘CD’.
Speaking more on the new commercial, Mr. Yadvinder. S. Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “Honda’s Dream series in mass motorcycles has gained immense goodwill of over 10 lac customers in India and the new 2015 new edition of popular Dream series motorcycles is now available in market. Keeping in mind the diverse psychographics and demographics, the 2nd TVC creatively brings out the unique attributes of Dream series that are Damdaar, Samajdaar and Style ka Bhandaar through Akshay Kumar in his 3 avatars joined by their life partners complimenting the respective lifestyles. By doing so, we are emotionally connecting and reinforcing brand Honda to the customers of mass motorcycle segment,”.
Adding to it, Titus Upputuru, National Creative Director, Dentsu Marcom said, “The first ad for Dream Series featuring the three motorcycles started as a range ad. But with the success of the campaign we thought we will take it a step forward to show the journey of these three brands into the hearts of the consumers with newness. So we brought in three brides for the three grooms. The bride's father at the end signs off with the same line we had last time 'Teeno ek se badhkar ek' and Akshay Kumar the father completes it by saying 'par teeno ke ragon mein khoon toh ek hee hai' which speaks of the Honda DNA. It was fun creating a sequel!”.
