Honda Motorcycle & Scooter India (HMSI) has announced its next wave of strategic expansion as it enters a new era of independent and empowered operations in India.
‘Honda is Honda’ corporate campaign
Starting July, 2014, the Wings have become the ‘Only Honda in India’. It is in this context that Honda is bolstering its differentiated brand imagery with ‘Honda is Honda’.
In Phase I, the ‘Honda is Honda’ campaign will be rolled out on the digital platform. Within the next fortnight, this will be followed by a 360-degree blitzkrieg across all mediums – TV, print, digital, radio and outdoor. The campaign will echo the trust customers repose in Honda across India.
This campaign is a one-off. It is the first time where Honda’s brand ambassador Akshay Kumar is singing in a TV commercial himself. The campaign sees professional sky divers coming together to form the Wings (Honda’s logo) in the sky.
Elaborating more on the Honda is Honda campaign, Keita Muramatsu, President & CEO, Honda Motorcycle and Scooter India said, “Honda is Honda is more than just a campaign, it is the start of new era in India. Honda aims to be an integral part of every two-wheeler customer’s emotional landscape as it fulfills the mobility dreams of India. With ‘Honda is Honda’ we want to reinforce that ‘Wings’ are the true enablers for every Indian who can trust on Honda’s technology, legacy of excellence, quality, reliability and innovation to chase their dreams.”
Quick glance of Q1 FY 2014-15 sales
The first quarter saw Honda make impressive strides and sustain its positive momentum. Gaining 5 per cent, Honda’s market share reached 25 per cent and it became the highest gainer in the industry. One in every four two-wheelers sold today is a Honda.
Backed by customer demand, Honda grew 2.5 times that of industry with its 34 per cent growth. Honda claims to have a 52 per cent market share in the Automatic scooter segment.