Honda builds excitement with new -CB Trigger Ad Campaign

Honda builds excitement with new -CB Trigger Ad Campaign

New Delhi, October 25, 2013: Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) commences its new Ad campaign titled ‘Untame yourself’ for its 150cc Sports segment –CB Trigger. The TVC is created by Dentsu Marcom and is running on air across channels. The new TVC showcases Honda’s ultimate answer to the latest Technology, CB TRIGGER which caters to needs of those young Indians who desire a global motorcycling experience, as well as a motorcycle perfect for daily commuting.

Objective of the campaign

To strengthen its portfolio in 150cc Sports segment by highlighting CB Trigger and its positioning as the motorcycle that triggers the fun of riding for the youth.

Brief shared with the agency – Dentsu Marcom

The 150cc – 180cc motorcycle segment contributes approximately to 10% of the Indian 2-wheeler industry. To meet the expectations of the young Indian riders aged between 18-24 years, Honda created a 150cc masculine & aggressive styled motorcycle that can trigger the fun of riding while being perfect for daily commuting.

HMSI has been meeting varied customer demand in this segment with its CB Unicorn for mature commuters and the premium CBR 150R for riders who desired a global motorcycling experience. To further fortify its presence in this segment, Honda launched the CB Trigger -Honda’s ultimate answer with latest technology

Approach

As we delved into the life of young aspiring consumers, we find a young man’s life is filled with dilemmas, not all in his control, not all his choice alone to make. It’s almost like his life comes pre-packaged, forced to be someone else other than who he ought to be.

The CB Trigger arms the youth with the means to break free of the shackles of imminent domestication. With an inimitable Honda way of bringing power, fun, style, performance and mileage together, the CB Trigger is not merely a best-in-class 150CC bike. It’s a call to the youths to take action, and its clarion call says, “Untame yourself

Film Descriptor (i.e. describing the film)

The film starts with the backdrop of a jingle (about a domesticated “cutie pie”), where the protagonist is being tamed by his friends, girlfriend and other members of the society in their own ways.

The protagonist goes on to say “Do they make my choice, do they define my life, and do they make my destiny”?

He wants to take his life in his own hands and the Honda’s new bike is a trigger for him to realize that enough is enough and he breaks the shackles of society saying “I don’t belong to them. I belong to myself’’

Campaign Summary

Excerpts from Company Spokesperson-

“Honda further strengthens its portfolio in 150cc motorcycle segment with the CB Trigger is targeted at the youth. CB Trigger with new technology- CBS(Combined Braking System) promises a perfect mix of best in class features and fuel efficiency for daily commuting. It offers real value to the youth who want it all – style, performance, advanced features, mileage and maximum riding comfort.  I am confident that the new TVC of CB Trigger will create a top of the mind recall with it’s youth centric theme aiming at the lives of today’s young generation’’. -Mr. Y. S. Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd

“The new CB Trigger combines the raw power of 150 cc and macho styling. So we asked, “Why tame yourself?” Youth enjoy college life and the life after because it seems to liberate them from the 12 years of schooling. Little do they realize that there is another kind of schooling that follows them in these and the following years. Fact is, people around you continue to teach you, what is cool, what isn’t, they tell you that you must join a gym, build your muscle, party hard etc. The new CB trigger gives them a physical tool to break out of all this and live by themselves.”–Titus Upputuru NCD Dentsu Marcom

“The simple but key insight into the life of the 18-year-old prospective biker is this: at a time when the 18-year-old tastes freedom for the first time, the shackles of conformity try to bind him, hold him back, and worse, define him for who he really is not. Along comes Honda to remind him that there is indeed a time and a place to become domesticated. And that the new Honda CB Trigger is here to take him far, far away from them.”-Narayan Devanathan, National Planning Head, Dentsu Marcom