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|
| Client: |
| Honda Motorcycle and Scooter India |
| |
| Agency: |
|
Dentsu Marcom |
| |
| Product
Category: |
|
Automobile |
| |
| Creative
team: |
|
Titus Upputuru, Jitender Kaushik |
| |
| Media Used: |
| TVC, Print, outdoor, Digital, Cinema |
| |
| Product
House: |
|
Prime focus |
| |
|
| Purpose
of the ad: |
|
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.
|
| |
|
|
| Storyboard: |
|
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.
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'.
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|
