MUMBAI: Dentsu Marcom has rolled out a new TVC for
Honda's Dream Neo, which went on air on 8 August. The
TVC titled Apni Film Ka Superstar announces Honda's
new offering which aims at getting a better foothold
in the entry level of two-wheeler market.
The ad film showcases a man saying, "Ye meri phillum
hai aur iss phillum ka main Superstar hoon." The
TVC shows this man getting ready for his act, by donning
the sun glasses and jacket which says Horn Ok Please.
He then says that when he gets on his Dream Neo, the
stellar features of the bike help him feel on top of
the world to the extent that all the villains in his
life appear like small time rowdies.
We see a testimony of this when he rides past the kanjoos
lala whose vehicle is broken and the throttle of the
Dream Neo makes his hat, umbrella etc. fly away, much
to the angst of the lala. Similarly we see him conquer
the badnaam traffic and zaalim raaste.
In the end we meet 'Mrs Superstar', who comes down
to welcome him home. As he asks her "Phillum chale?"
and she replies saying, "Apni phillum itni achchi
toh auron ki kyon dekhe?"
The film ends with the tagline "Dream Neo, Bano
apne phillum ka superstar"
According to Titus Upputuru, "Dream Neo is meant
for the mass segment, for men whose lives are laden
with hardship. The TVC helps this man picture himself
as a hero. We shot this in the interiors of Gujarat."
Dentsu Marcom VP planning Anand Murty said, "In
our visits to markets across the country, we didn't
just meet 'consumers' but met personalities and characters.
We didn't just hear about 'a day in the life of' but
heard stories, accounts and carefully crafted dreams.
And these accounts, these stories were told in a voice
that was assured, strong and determined to make it to
the top. So we crafted this little story about a man
who with his bike feels like a superstar."
"I am confident that the new TVC of Dream Neo
will create a top of the mind recall with its out-of-the-box
and local customer centric theme," added Honda
Motorcycle and Scooter India VP sales and marketing