Indiantelevision.com Team

(5 March 2008 10:40 pm)

BANGALORE: Honda Motor Cycle and Scooter India (HMCSIPL) announced the launch of its new scooter – The Aviator - slated for 6 March 2008. The company unveiled its offering to the press in Bangalore on Wednesday.

A marketing campaign with the punch line "Live your style" across print, television media, ground events in malls and other places frequented by the urban category Class A + (185,000 plus income) is on the anvil.

The company plans to target the urban male who wants to express his strong individuality. Two variants of the Aviator - Standard and Deluxe - in five colours will be available.

A TVC featuring a man stuck in a traffic jam in a car on his way to receive an award was showcased to the media. The TVC will feature on GECs, news, lifestyle and regional channels.

According to Honda regional manager of south P Rajgopal, the company has booked ad spots on Udaya TV in Karnataka, Gemini TV in AP, Sun TV in Tamil Nadu and Surya TV and Asianet in Kerala.

Motorcycles constitute 87 per cent of the 8.2 million two-wheeler units per annum in India. Honda claims 54 per cent market share (610,000 units by 31 March 2008) of the scooter market. Honda also claims that it will sell 270,000 motorcycles by the end of this fiscal.

The company plans to close fiscal 2008-09 with sales exceeding 1 million units, 100,000 of which will be through Aviator sales.