New ad-campaign for Honda Activa 125 unveiled

Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) commenced it’s new Ad campaign titled ‘Step-up’ for its latest entrant in the ATSC (Automatic Scooters) category– Activa 125. The TVC is created by Dentsu Marcom and is running on air across channels. The new TVC showcases how Honda is carrying forward the legacy of brand Activa by further strengthening and expanding its foothold through the new two-wheeler in a hitherto unexplored 125 cc sub-segment.

The objective of the campaign was to build on the legacy of Activa, and position the newest launch Activa 125 as the undisputable choice for the ‘nicest people’ who have not just progressed in life, but also created a lot of goodness and niceness with every step up in life.

Y. S. Guleria, VP -Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd. said, “Honda, the undisputed leader in 100-110 cc sub-segment of the ATSC segment, now aims to further strengthen the legacy of brand Activa with the new Activa 125. It delivers superb power and exciting pickup. Activa 125 comes with HET – Honda Eco Technology that gives it a world class mileage. Other exciting features- metal body, digital meter and telescopic suspension allow customers to step up with style in life like never before.”

The creative team dwelled into the consumer psychographics and discovered a common thread that knit the men from across the country together - ‘The Need To Affirm Power’. This common attribute formed the genesis for ideation of the ‘Step-Up’ campaign.

The protagonist in the ad is at a stage in life when he is more established, well beyond the initial heebie-jeebies of setting up a career. He’s also more experienced and more in control of his life and things around him. Whether it’s a relationship at home or at work, things are on an even keel. As such, he is assertive and assured.

The target customer is one that wants to assert this power because it is tangible evidence and visible proof of his achievements in life. It is symbolic of his self-esteem and how he wants to be seen in his social environment.  So communication needed to reinforce this without coming across as extra-aggressive/macho that would be against the consumer mind-set in this sub-segment.

And with the Activa 125 being launched with an unbeatable combination of features, he has the perfect platform to express himself confidently and assert power.

The ad reinforces consumer’s life-stage by providing him with a powerful fillip – affirmation from all those he engages with on a daily basis – his family, his neighborhood, people in society – from elders to kids with a simple message that signifies he has made a ‘Step-up’.

"Owner's pride is known to cause neighbour's envy. But we realised there are exceptions. We applaud and feel happy for people who are nice and cheerful. When we were briefed on the new 125cc more powerful, more stylish variant of the iconic Activa scooter of Honda, we thought it's a clear story of upgrade. So instead of going the regular path of envy, we zagged”, said Titus Upputuru, NCD, Dentsu Marcom

Anand Murty, VP Planning, Dentsu Marcom said, “There comes a time when one simply basks in the glory of a journey well-travelled, of a life well lived. It isn’t flash or pomp or pageantry that matters. Instead, there’s a confident assertion of one’s identity that’s evident to all those around. And a perfect partner for all such people is the Activa 125. Step Up to greater power, the fantastic legacy of India’s largest scooter brand and let the world celebrate as you ride on”.