Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has unleashed its latest 360 degree marketing campaign to celebrate the success of its advanced customer-centric technology - the Combi Brake System (CBS) with Equalizer.
Celebrating this milestone, Honda 2Wheelers India has released its latest 360 degree marketing campaign where its brand ambassador and Bollywood actor Akshay Kumar highlights the importance of balance – not only in life but also on the roads. Conceptualized by Dentsu One, a Dentsu Aegis Network Company, the TVC (running on air across channels) has received excellent response from the audiences.
The film uses Honda’s brand ambassador Akshay Kumar, as an influencer, to draw a parallel between the importance of balance in various spheres of life and an analogy with Honda’s innovative technology. The film personifies balance to depict how simple things are the most difficult to achieve and only a combination of skill, technique and experience helps in achieving perfection.
The film opens with Kumar effortlessly juggling a globe and talking about the importance of balance in life relating it to the balance required in two wheelers for increased stability and confident braking. While balancing the globe (world) on his body, Akshay explains that Honda’s Combi Brake System with Equalizer ensures the equal distribution of force between the front and rear wheels.
The global technology has given confidence to more than 1.25 crore Indians and is backed by the trust of millions globally for the last 30 years. The film has a new version of the iconic Honda theme song “Dekho Dekhe Ye Zamana” as the background score reiterates the CBS with Equalizer in action and how it is giving added braking confidence to Honda 2Wheeler customers in India. The film ends with Akshay Kumar waving to a child sitting behind his father on Activa 3G equipped with the Combi Brake System (CBS).
Elaborating on this technology and its benefits, Yadvinder Singh Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “In 2009, Honda became the first two-wheeler company in India to introduce the proven CBS technology with the unique Equalizer advantage. We are delighted to share that in just seven years, over 1.25 crore satisfied Indian customers are riding confidently with the CBS advantage that Honda has given them much ahead of the times. In the new TVC, get ready to see Akshay once again in his inimitable Khiladi style, sharing how Honda’s unique CBS with Equalizer technology is lending balance to daily riding of crores of Indian customers. What is most significant is that this set of customers have chosen the Honda CBS with Equalizer technology over others well ahead of the government notifications on CBS to be made mandatory (almost a decade later).”
Titus Upputuru, National Creative Director - Dentsu One said, “It was a challenging brief. We had to humanise technology and make everyone not only to understand things like Combi Brake System and Equalizer in a matter of few seconds but also make it engaging and memorable. The globe came handy. So did Akshay Kumar’s athleticism!”
Abhinav Kaushik, Senior Vice President, Account Management - Dentsu One said, “Honda’s Combi Brake system with Equalizer is a big technological innovation by Honda 30 years ago. It reinforces the brand’s commitment to give the most advanced technology with best riding pleasure and utmost safety to its consumers. Honda’s Combi brake System has given comfort and confidence to more than 1.25 crore Indians in just seven years of its launch and the number is increasing every second.”
You can watch the ad here: