Dentsu Marcom has been assigned the creative duties of newly-launched entry level bike, the 110 cc CB Twister, from Honda Motorcycle & Scooter India (HMSI). Dentsu Marcom has been handling Honda motorcycles since 2004.
Shinji Aoyama, President and CEO, HMSI, said, “We do not expect any competition with Hero Honda. By introducing a bike in the entry level, we are, in fact, looking at extending the market.”
The CB Twister is priced at about Rs 42,000 and will be available in three variants. The bike is expected to be in showrooms by the end of February 2010. The company expects to sell 2.20 lakh units of the new bike in the 2010-11 fiscal.
Regarding advertising plans, Dentsu officials said, “There was no multi-agency pitch that took place for CB Twister. We are doing 360 degree advertising for CB Twister that includes print, TVC, OOH, the Internet and BTL activities. The campaigns are breaking in January 2010.”
HMSI sells bikes in the higher engine performance segment of 125cc to 150cc and its models include the Unicorn, Shine and the Stunner.