The Motor Song for those who love to drive, the roar of the engine is music.

Credits
Client: Honda
Advertising Agency: Publicis Brazil

“The objective of Awareness traffic light was to put the issue of helmet use back on the agenda. For that we needed a disruptive idea. We chose technology as a facilitator of this need,” said Walter Onorato of Almacén.

María Fernanda Ledesma Padilla, deputy marketing manager of Honda, added: “The traffic light was the excuse for everyone to talk again about the importance of wearing the helmet. We knew that our final challenge was to change the bad habit of 4 out of 10 people riding a motorcycle in Argentina.”

Credits
Advertising Agency: Almacén, Buenos Aires, Argentina
Campaign: Awareness traffic light
Client: Honda Motor of Argentina
Product: Honda Safety

Campaign objective:
The campaign aims to promote new class-leading features of Activa 125 while leveraging on trust & legacy of brand Activa. Positioned as the preferred choice in its category, it combines the reliability of Activa with a power of the 125cc engine and stylish solid metal body with a fantastic chrome stance.

Approach:
Taking a slice of life route, the Sau mein se sava sau campaign illustrates a family where the girl highlights all positive attributes of her love interest to get her father’s approval. The film mirrors these qualities with the features of Activa 125 which is made for the smart and sensible people. The product- Activa 125 has all positive attributes she praises the boy for. Different features are compared to quality like – 1. Smart – LED Headlamp, LED Position Lamp and Chrome Chest, 2. Sensible- ECO mode indicator, 3. ‘Good Family’- Brand Activa and 4. Strong – Metal body. Parallel sequences weaved into the story substantiate the positioning of the scooter.

Film Description:
The story opens with a young daughter approaching the conversation seeking her father’s approval on her choice of husband. The father expresses initial skepticism about her choice. This is when the daughter elaborates on qualities of the boy which embodies the features of Honda Activa 125. The first thing she mentions is his smartness where the film cuts to scooter’s chrome chest, LED headlamp & LED Tail Lamp. The girl then describes him as sensible with the film cutting close on Activa’s console with the ECO mode indicator. On daughter’s request, the mother also supports her by saying that the boy belongs to a good family. It is when the film reveals that the scooter is an Activa- India’s most trusted two-wheeler. The daughter reiterates her choice by saying that ‘he is as strong as her father’ with the frame focussing on the metal body of Activa 125 personifying robustness and confidence. In the next frame, the boy is seen riding uphill smoothly with extra power and torque provided by Activa 125. Collaborating the narration, the parallel stories merge together. The boy arrives on Honda Activa 125 and introduces himself as ’Captain Vikram’ followed by greeting her mother. The father gets extremely impressed with the boy when he relates to all his qualities with his choice of ride. He approves him by whispering to his daughter, Sau mein se sava sau hai. Summing up all features of the man, and consequently the Activa 125, the film ends with all four of them walking away together, with the voiceover “Wahi Activa Ka Trust Zyaada Power ke Saath!”.

Excerpts from Spokespersons:
Mr. Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd. said, “The purpose of this campaign is to showcase the new segment leading product features and reiterate trust of brand ’Activa’. With more than a million users, Activa 125 is synonymous to smartness, sensibility, and strength. The power & torque of Activa 125 provides enhanced confidence to the customers especially on hilly roads.”

Mr. Titus Upputuru, National Creative Director, Dentsu One said, “If you belong to a good family, you will have good genes. That’s the key insight we have taken to build communication for the campaign. Activa 125 hails from the family of Activa. The product scores 125 % in every aspect and that’s why the expression Sau mein se sava sau Shooting the film in a cable car was very challenging but we are very excited to see the final outcome.”

“The Honda Activa 125 is an epitome of trust and technology combined with power. The campaign draws beautifully from the strength of the product and crafts a story that shows how human relationships can be beautifully formed on the bonds of trust and equanimity of power. It’s a great example of how product and consumer insights can be married to create a memorable brand story” said Mr. Abhinav Kaushik, Executive Vice President, Account Management, Dentsu One.

This campaign is about:
Honda Motorcycle and Scooter India Pvt. Ltd, Activa 125, Dentsu One, Dentsu Aegis Network, Dentsu Impact, Honda, Sau mein se sava sau campaign, Titus Upputuru, Honda Activa 125, National Creative Director, Digital Campaign, Online marketing

Brief received from the Client: For over 20 years, the Honda City has consistently built relevance for sedan intenders. The task for this campaign, therefore, was to appeal to the desires and ambitions of the younger, progressive, more assertive Indian.

Approach: When we observed and understood young sedan intenders, we found that they aren’t swayed by mere style and glamour. Gravitas sans personality isn’t an option either. They aspire to have a point of view that’s decidedly worlds ahead, they aren’t content to follow but want to assert their leadership and are more confident than ever about demonstrating that stance and presence to the rest of the world.

The idea, therefore, was to pitch the Honda City as the sedan of choice for this customer. Given the rich legacy of leadership in the category, the unmistakable stamp of credibility, substance and style that comes with a Honda, the City stands tall as the perfect companion for our customer to assert his/her identity.

The campaign, ‘Forget the Toys’ is a statement that’s reflective of not being swayed by superficial pomp and making choices that are truly in keeping with one’s ambitions – and that make one stand head and shoulders above the rest. The campaign is led by a film that shows the protagonist looking down at the cars below from his high office.

We hear the man’s voice saying, From here, they all seem like toys… they watch you, they copy you and pretend to be you… but you know, deep down they all know, they can never be you.

The campaign was initiated by impactful OOH advertising across India and the TVC is On Air from 15th Sep along with a full Digital marketing plan.

Rajesh Goel, Sr VP and Director, Sales and Marketing, Honda Cars India said, “The new campaign of Honda City has been rolled out during the peak festival buying season. The campaign celebrates the aura of the Honda City being the most aspirational car brand with a 20 year legacy, over 7.35 lakh customers and has been an epitome of quality. It resonates aptly with the City buyer who makes his smart choices and is more direct and assertive about them.”

Titus Upputuru, National Creative Director, Dentsu One said, “I was standing in my office by the window when this idea struck me. When you look at the world below, you see that everything is so tiny. The ad then sort of wrote by itself. It’s a bold stance and we thought it’s time the brand had a clear perspective on the world around. Only Honda City could say ‘Forget the Toys”

Abhinav Kaushik, Executive Vice President, Dentsu One said, “The Honda City is a true legend that needs no introduction. It is one of the longest running brands in India and therefore keeping the client brief in mind we looked at the brand truth and played on its unique rich legacy, thereby clearly asserting its leadership position. There is a lot of pride in owning a Honda City among the consumers and this pride has been well reflected in the campaign.”

This article is about:
Honda City, Dentsu, Honda, Cars, Automotive, Digital marketing, Forget The Toys, OOH advertising

Key features of the advertising campaigns
1. A need for better and more creative advertising ideas.
2. The importance of the festival of Diwali and all that it represents to the people of India.

Big Bazaar – Yeh Diwali Sabki Wali – #SabkiWaliDiwali

Suhana – The Tastemakers presents “Faralacha Parcel”

Reliance Fresh #BadiDiwali

Netflix India Diwali Ad 2016

Hero Motocorp – Hero ke saath manao #DilonKiDiwali #MaestroEdge

Honda – Happy NAVI Diwali

Happy Diwali from Amazon.in – Don’t Adjust

Fabindia Diwali Ki Safaai #ContemporaryTraditions

OnePlus 3 – Dash Charge your Diwali

Aao manaaye #TanishqWaliDiwali

Citi Bank – Make your presence felt – Loved Ones

Panasonic – A Tribute to the Indian Armed Forces this Diwali

Surf Excel #AbLagRahiDiwali 2016

Credits
Client: Honda
Campaign: Honda CB 1000R – From lie to to truth in few seconds
Advertising Agency: Y&R, São Paulo, Brazil
Chief Creative Director: Rui Branquinho
Creative Directors: Rui Branquinho, Pedro Gravena
Art Director: Ronaldo Fonseca
Copywriter: Thiago Espeche
Head of Art: Felipe Pavani
Illustrator: Feppa Rodrigues
Account Director: Helena Brant
Planner: Adriano Eliezer
Client Services Director: Leonardo Balbi
Print Producer: Ronaldo Cavalcante
Account Team: Bruna Lauer

Honda set out to find a creative way to lower the number of accidents by preventing them and preserving what’s most important: people’s lives.
Until now, helmets were designed to protect people in case of an accident, keep safe whispers is a communication platform thought to prevent them, by using the helmet’s intercom as a communication channel between the driver, its family and their messages.

DDB Colombia’s idea allows family and friends’ motivational messages to reach motorcycle drivers while they drive, inspiring them to reduce speed and be safe. Through an App find in the Apple Store, people can record messages storage in a system. The GPS identifies when the speed limit is exceeded and sends messages, via Bluetooth, to the helmet.

Download Android App
Download From iTunes

Credits
Media: Ambient
Category: Automotive
Advertiser: Honda Motor Company, Ltd.
Product: Honda Helmets
Advertising Agency: DDB, Bogota, Colombia
Chief Creative Officer:Leo Macias
General Creative Directors:Marco Muñoz, Daniel Calle
Digital Creative Director:Andrés Aristizábal
Art Director:Oscar Martínez, Santiago Acevedo, Jefferson Arango
Copywriter:Leonardo Sanchéz, Mateo Morales, Camilo Parra Account director: Viviana Rosero, Alejandro Atehortua Animation: Cristian Martínez
Production Company:La tienda

Credits: Calgary, Canada-based agency Wax

Credits:
Honda