Honda unveils new TVC campaign for CB Unicorn 160
Honda Motorcycle & Scooter India Pvt.Ltd. (HMSI) kicks-off latest TVCcampaign for its Honda CB Unicorn 160. In line with 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- 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.
Objective of the campaign
The objective of this novel campaign is to further reinforce presence and increase market share in 150cc-180cc segment by leveraging the legacy of brand Unicorn in a new stylish avatar.
Brief shared with the agency – Dentsu Marcom
The campaign aims to capture 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 target group for CB Unicorn 160is predominantly the new generation consumers who want to upgrade their current 150-160 cc motorcycle. 25-35 years old, married or unmarried individuals, residing in large cities and towns. They typically comprise of students, company employees and businessmen.
After a thorough market research the creative team curated an appropriate positioning. The CB Unicorn 160 is meant for individuals who are sincerely pursuing a sense of ‘stability’ in life with no compromise.
Film Descriptor (.i.e. describing the film)
The film shows the protagonist getting ready and sitting on the new CB Unicorn 160. We see super‘LOOKS GOOD’, we then see all the new styling elements in the CB Unicorn 160 that makes the rider and the bike look good. Then the protagonist rides out on the road when a little boy on a bicycle rides from a by lane and starts chasing. Seeing this, the protagonist on the new Unicorn 160 slows down and lets the boy overtake him. The boy thinking he has won, exults. The protagonist 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’.
Excerpts from Spokespersons-
Y. S. Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, “The TVC has been pictured beautifully to bring out the elegant appeal of CB Unicorn 160 as well as it 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 new CB Unicorn 160 is akin to 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,” said, Mr. Titus Upputuru, National Creative Director- Dentsu Marcom.
“Beyond the transient glitter of style, there is substance that lasts forever and makes you who you are. The new CB Unicorn 160 embodies the personality and the character of its owner - who is not just a stylish man but has the solidity and substance that comes through qualities that make him likeable and a true role model. And therefore the befitting expression of 'Looks Good, is Good," said Abhinav Kaushik, VP Account Management, Dentsu Marcom.