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Honda to build emotional connect with new brand identity

16-May-2012
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Honda to build emotional connect with new brand identity

The two companies had celebrated Silver Jubilee of its partnership in India, making ‘Hero Honda’ a part of the automobile vocabulary of almost every Indian. However, the companies ended the long standing partnership in 2010 and Hero and Honda became independent. While Hero rang a loud bell around the nation with its new identity, Honda did not utter much.

The Auto Expo in January 2012, however, saw the company making some bold announcements for the Indian Market and May 15 saw the company unveiling its new identity ‘Sach kar denge sapne’ in New Delhi, India.

With a strong rational connect with consumers, Honda is now aiming to connect with the masses by roping in Akshay Kumar as its brand ambassador and launching mass segment bike ‘Dream Yuga’ at a price point of Rs 44,642 only. ‘Sach kar denge sapne’ – the tagline for the brand in India is an adaptation of its global tagline – ‘The power of dreams’.

The new strategic corporate direction comprises of three Cs – Communicate through rational Indian brand slogan ‘Sach kar denge sapne’, Connect emotionally with customers of all demographics and psychographics by associating with a iconic Brand Ambassador Akshay Kumar and Create new benchmark with Dream Yuga – Honda’s foray into mass motorcycle segment, informed Keita Muramatsu, President and CEO, Honda Motorcycle and Scooter India.

A corporate campaign with the new Indian tagline and a TVC for Dream Yuga would be on air by May end. The corporate commercial begins with the idea that while everyone today has uncountable dreams, there is little time to fulfil them all. It then showcases various products from Honda portfolio that lets you do more with your time in turn helping you achieve your dreams faster.

The TVC for Dream Yuga features a young boy who travels far away to a village to bring her mother to live with him in the city, again creating an emotional connect with the consumer. Akshay Kumar features in both the ads, narrating the saga of dreams in the corporate campaign while making small appearance in the latter.

Dentsu Marcom, the agency that won the account recently after a multi-agency pitch held in New Delhi, has developed the new communication for Dream Yuga as well as the corporate campaign.

Without revealing any details on the marketing and advertising spends, Yadvinder Guleria, Vice President – Sales and Marketing, HMSI said, “This is a new phase for Honda in India. We are marking 2012 as a ‘New Yug’ for Honda. There are new aspirations, new dreams. We have always been connected with consumers rationally, with products they can vouch for; the aim now is to connect with them emotionally. Our campaigns would be heavy on television, print and digital.

With an investment of Rs 3500 crore in the next two years, Honda is aiming to grow 30 per cent in FY12-13 as against the industry growth predicted at 12-15 per cent by industry bodies such as CII (Confederation of Indian Industry) and SIAM (Society of Indian automobile Manufacturers). There would be huge impetus on increasing the number of Honda dealerships, ramping up from current 1500 to 1950 by 2013, informed Guleria.

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