Honda builds excitement with new Activa i Ad Campaign-Udh!

In Personal Compact Scooter category, Customers desire an automatic scooter for daily commute, which is lightweight, compact and easy to handle yet comfortable for both genders. Thus, Active i Honda’s First ever “Light weight personal compact” automatic scooter was developed, which is affordable too.

Riding trainer (also present at every Honda Exclusive Authorised Dealership across India) helped aid riders above 16 years of age to experience over 100 possible dangers on the road. This virtual experience increases the ability to predict & react to traffic hazards by creating awareness and knowledge about potential risks & solutions.

Approach

Indian youth today likes finding new ways to show the world that ‘I am standing on my feet, and powering myself on my own dreams and ambitions’. They are affirmative and seek identity independence, in everything they do. Freedom is an important expression in today’s youth.

Freedom is a liberating and enriching feeling of this generation and our approach was simple, it was to emulate this feeling in a unique way while breaking away from gender specific competition cues.

Film Descriptor (i.e. describing the film)

We took the age old game of Chidiya udh, tota udh and associated the same with the feelings of one riding the scooter.

The TVC starts with the young guys and girls getting ready and then the jingle starts with Pooja Uddh, Purab udd naming different target users across the country riding with a happy expression that they are ready for the life ahead. The TVC also talks about the features of Activa i with 60kmpl, combi brake, lightweight and gearless being the prominent one.

Campaign Summary

Excerpts from Company Spokesperson-

“From its first family scooter Activa, Honda has always understood the pulse of the nation in its journey as undisputed leader in automatic scooter industry. Addressing the need of today’s customers, Honda has now brought the next revolution in personal lightweight mobility. The new Activa i empowers Indian customers to be “Ready to Fly”. The Dream mileage of 60kmpl powered by the revolutionary Honda Eco Technology, features like combi-brakes, lightweight and compact design has enabled Honda to create a new category of Personal Scooters.”-Mr. Yadvinder S. Guleria, Vice President, Honda Motorcycle & Scooter India Pvt. Ltd.

“As children, most of us have played the chidhya udh, totha udh, maina udh game. It’s when we become adults and start leaving our homes and begin earning that we actually start ‘udhna’. The game combines with young men and women setting out of homes with optimism to inspire young people to come out of homes and fly. This also brings alive the iconic symbol of Honda, the wing mark, in a refreshing manner”. -Titus Upputuru- National Creative Director, Dentsu Marcom

“Today’s young generation is not ridden by any past baggage. They are supremely confident, they think differently, they have a can-do attitude and they are charting new territories. They are willing to ride into the future knowing fully well what they want out of life. This expression ‘udh’ or ‘ready to fly’ captures the mindset of this generation that has the desire to excel, follow their own direction and happily take on the challenges of the life ahead.”-Abhinav Kaushik- Vice President, Account Management- Dentsu Marcom