GURUGRAM:
Honda Motorcycle and Scooter India Pvt. Ltd. goes on air with its new corporate campaign – “Teri HarUdaan, HamariShaan”. The campaign is conceptualised by Dentsu One, a Dentsu Aegis Network division.
The campaign demonstrates how Honda has given wings of freedom to the ride of millions of Indians in last 18 years and have touched their lives in different ways.
Campaign objective:
The campaign aims to communicate the commitment and experience Honda offers to its customers from pre- sales to after sales, from safety riding training to customisation of products, from racing to adventure.
Approach:
The approach was to create a communication that not just motivates the customers but also inspires everyone at Honda 2Wheelers India and each of those associated with the brand. The brand today has reached a stage where it is not merely known for its products. The brand trust is relevant today in manifold ways. Thus, the idea was to showcase all the myriad ways in which the brand touches the customer.
Film Description:
The story opens in the Honda factory where Honda associates gather for their shifts. The group is joined by Akshay Kumar, the brand ambassador. They stand togetherand sing, “Dilhai, jaanhai, imaanhai… teriharudaan, hamarishaanhai”
As the song continues, in the backgroundwe see several customers experiencing the commitment that Honda has in sales, after sales, service, road safety, customisation, racing and adventure. Towards the end of the film, we see Akshay Kumar himself experiencing the joy of adventure on the hills while riding Africa Twin. The film marks the introduction of Joy Club- Honda 2Wheeler India’s loyalty program which customers can join and enjoy manybenefits.
Excerpts from Spokespersons:
Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd.said, “The trust and patronage of our customers towards ‘Brand Honda’s reflects in the expanding customer base of 39 million Honda wing riders. With the new corporate film, we aim to further strengthen our commitment by ‘Serving our Customers with a Smile’s in all areas of engagement and provide them with the ‘Joy of Riding’. in pursuit of their Dreams!!”
Titus Upputuru, National Creative Director, Dentsu One said, “Usually we create communication for the customers. At times, we create for brand’s internal audience. We thought this could be a rare opportunity where the communication could be more than just customer facing. We thought we could use this opportunity to uplift, motivate and inspire every single individual who is associated with the brand. We asked a question, “How does it feel to make someone fly?”
The song ‘Teri harudaan, hamarishaan’is an answer to this. Here the Honda associates, dealership staff, service staff take a pledge that they will put all of their ‘dil, jaan, imaan’ into every little thing they do. The film celebrates spirit and action in equal measure, however small or big.”
Abhinav Kaushik, Executive Vice President, Account Management, Dentsu One said “In marketing, we often talk about touch points through which a brand needs to engage with its customers. For most brands, it’s a tick-mark and a numeric count of how many touch points they have. With this campaign and ground-level initiatives, Honda wants to ‘touch’, ‘empathize’ and ‘engage’ with its customers to create deep-rooted and inseparable bonds of trust and commitment – that transcend the ‘touch points to trust-points’. The relentless spirit to create long term value for its customers is clearly the objective that Honda is pursuing here.”
