Country's popular bikemaker Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has launched its latest TVC campaign for the Honda CB Unicorn 160. Similar to the proposition of Honda CB Unicorn 160, the campaign too projects an all-rounder personality. It goes beyond hard hitting style quotient to embrace riders for what they are with a stylish commuter made to rejuvenate their city-riding experience. The television campaign has been created by Dentsu Marcom and is on air across channels. Speaking more on the campaign, Mr. Y. S. Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “The TVC has been pictured beautifully to bring out the elegant appeal of CB Unicorn 160 as well as stresses on the personality of the rider. Honda Unicorn has been a household name for performance and reliability in the 150-160cc category; with new Honda CB Unicorn 160 we aim to redefine the category and raise the bar with a differentiated style, superior performance and best in class mileage with Honda Eco Technology (HET).”
The campaign comes out with a strong objective to further reinforce its presence and increase market share in 150cc-180cc segment by leveraging the legacy of brand Unicorn in a new stylish avatar. The campaign aims at capturing a maximum market share in the stylish category within the 150-160cc segment. Aimed to leverage the legacy of brand Unicorn and further, solidify HMSI’s presence in the category by converging existing and prospective users of CB Unicorn.
The new CB Unicorn 160 is targeted towards the new generation consumers who want to upgrade from their current 150-160 cc motorcycle. The targetted consumers could be between 25-35 years old, married or unmarried individuals, or those residing in large cities or towns. They typically comprise of students, company employees and businessmen. After a thorough market research the creative team has curated an appropriate positioning for the bike. The CB Unicorn 160 is meant for individuals who are sincerely pursuing a sense of ‘stability’ in life with no compromise.
The commercial features a protagonist who gets ready and sits on the new CB Unicorn 160. The ‘Looks Good’ philosophy has been highlighted in the commercial. The ad highlights new styling elements in the CB Unicorn 160 that makes the rider as well as the bike look good. As the protagonist starts riding out on the road a little boy is seen riding from a bylane and starts chasing. Seeing the little boy's efforts, the protagonist on the new Unicorn 160 slows down and lets the boy overtake him. The boy thinking he has won, exults. The protagonist then smiles to himself and rides away. Super comes up ‘Is Good’. The Voice over in the end sums up that the New CB Unicorn 160 (like the protagonist who rides it) ‘Looks Good. Is Good’. Commenting further, Titus Upputuru, National Creative Director, Dentsu Marcom, said, “The new CB Unicorn 160 is like the man who rides it, does not just look good, but also is inherently good. CB Unicorn has always been known to be a solid, reliable motorcycle. Now with added looks and power of new 160cc engine, it promises to attract more consumers and offers a great combination in the segment.”
