Honda rides on 'The Goodness Cult'

Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) recently released its digital campaign ‘The Goodness Cult,’ for its iconic motorcycle- CB Unicorn 160. The campaign was rolled out in Jan’15 for a period of 5 months and executed by DigitasLBi to build excitement around CB Unicorn 160 on the digital platforms.

Keeping the features of the CB Unicorn 160 in mind, the Goodness Cult started as a movement with a single manifesto “Looks Good. Is Good” –in short, goodness that is both inside and out. With more than 5000 nominations in merely four months, the campaign has been a success in creating a Cult of goodness.

Speaking on the success of the occasion Mr. Yadvinder. Singh. Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd. said, “The Goodness Cult is an extension of our product communication that combines best of both worlds - riding GOODNESS with STYLE. The campaign reached-out to more than 5000 people across digital media platforms, amplifying the key attributes of CB Unicorn 160 - real value without compromise on style, performance, advanced features, mileage and maximum riding comfort. Within 7 months from it’s launch, CB Unicorn 160 is the 2nd largest selling model* with 35% share.”    

Commenting on the campaign, Shekhar Suri, Head, DigitasLBi Delhi, said, “Goodness Cult a pure digital led campaign was worked on the insight of that these days we live in a world which prefers both “Looks and Performance”. “Honda has been instrumental in leading the two-wheeler revolution in our country. The Goodness Cult is another step by Honda two wheelers to recognize and reward the league of good people digitally.”

The campaign involved creation of a microsite (https://looksgoodisgood.com/) which had a 3D bike created only out of dots. These dots comprised of the story behind each nominated person. Here, users were asked to nominate people around them who either look good, or are good at heart or both. The nomination process was so designed that a nominator would be made aware of the premium features of CB unicorn 160 along with celebrating the goodness we so often forget to appreciate. The same was amplified on digital media to spread the awareness. Top 100 nominations will be awarded with Honda exclusive merchandise.