Honda's 'Great Eterno Yatra' to promote scooter

NEW DELHI: Honda Motorcycle and Scooter India (HMSI) recently conducted a promotional-cum-response generation event - `The Great Eterno Yatra’ for its four-stroke scooter Eterno.

The yatra traversed through 10 cities covering the north, west and central India and a total distance of around 2000 kilometres. The campaign was devised by HMSI’s roster agency Triton Communications, Delhi.

The idea behind the rally, designed exclusively for Indian market, was to prove its mettle in a minimum span of time in a demonstrable manner. The rally was conceptualised after considering researches which indicated that the key concerns/expectations of the consumer were mileage in normal riding conditions, ability to carry load, breakdown factor and stability while riding.

Triton’s brand services director Anchal Duggal says, "Our idea was to demonstrate in a real manner - and not through mock stunts - the reliability aspect of Eterno. This provided HMSI an opportunity to test the Eterno under actual riding conditions on parameters like mileage, endurance, loading capacity, the unique one-direction gear system and riding comfort."

Along with these parameters, Eterno also scored on basic features of a Honda product like patented CLIC mechanism and Tuffup tube designed to assist during breakdowns Duggal states.

According to Vivek Srivastava, executive director of Triton, a 17-member team - including journalists from auto magazines, technicians from HMSI and a co-ordination team - the rally travelled from city to city, covering the entire distance in 16 days before coming back to their base, Delhi.

The 'Great Eterno Yatra' allowed the consumer to touch and feel the product locally and check out the performance. Each city witnessed a press conference with a local event organized by dealers along with HMSI.

"Keeping in view the conversion factors, a lot of focus was on test drives. Normally out of 1000 test drives, nearly 15-20 conversions would happen," Duggal says.

The campaign is part of a promotional strategy for Eterno. Triton’s mandate for Eterno includes inculcating confidence among the target audience as the category is known for usage in rugged manner.

Latest Reads
Havas appoints Mediacom's Karl Wu as Greater China CEO

Havas Media Group has appointed media and marketing specialist, Karl Wu, as the CEO for Greater China. Based in Beijing, Wu will be responsible for Havas's brands -- Havas Media and Arena Media, as well as Havas Group pure player agencies Socialyse, Affiperf, Ecselis and Mobext. The media group...

MAM Media and Advertising People
Gulzar lightens up Luminous's Diwali

MUMBAI: Luminous has launched a unique social campaign that celebrates a part of Diwali that we often forget to talk about. While most Diwali campaigns talk about spending and splurging, others talk about the display of lights and fireworks across the country. This campaign, however, goes away from...

MAM Marketing MAM
Multi-media ad campaign to popularise gold coin

A year after it was first launched, a multimedia advertising campaign is being launched to drive awareness around Diwali on the availability of the Indian gold coin by the Mines and Minerals Trading Corporation along with World Gold Council. Being launched this week, the campaign will cover...

MAM Media and Advertising Ad Campaigns
Vizeum launches Binary, special advisory unit for media clients

“Media business is, in the short term, headed for a tipping point, driven by the changing consumer-media interface,” emphasises Vizeum India MD Shripad Kulkarni, who strongly believes that media companies need a definitive transformation strategy in place now.

MAM Media and Advertising Media Agencies
Havas Media bags Rs 15-cr Sujata account

MUMBAI: Havas Media Group India has bagged the integrated media duties of Sujata, an Indian Consumer Electronics & Home Appliances brand for Juicer Mixer Grinders. The incumbent on the business was Exposure Media. The account will be handled out of Gurgaon office led by Uday Mohan. The...

MAM Media and Advertising Account
TV festive ad spend to reach Rs 8000 cr; experts divided

MUMBAI: The festive months of October and November are welcome months not just for you and your family, but for most Indian brands as well. After all, they eagerly wait for this early window when consumers loosen up their purse strings and put their Diwali bonuses to good use, aka, shopping.

MAM Marketing MAM
Amagi partners with BARC India to offer monitoring of geo-targeted TV ad-campaigns

Amagi Media Labs has entered into a partnership agreement with India’s apex television viewership monitoring body BARC India to help advertisers monitor geo-targeted ad-campaigns of brands across TV channels.

MAM Media and Advertising AD Agencies
iProspect conceptualises unique digital video for ICICI two-wheeler insurance

iProspect India has conceptualized and executed a unique digital video for ICICI Lombard General Insurance in their latest campaign on two-wheeler insurance.

MAM Media and Advertising AD Agencies
eBay engages consumer with live game on FB

MUMBAI: Festive season is a busy time for Indian brands, especially the e-commerce players given the shopping spree the nation witnessed around the time. Thus it becomes important to brainstorm on new and unique ways to get the consumer’s attention; something different from the unbelievable...

MAM Media and Advertising Ad Campaigns

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories