Honda’s new campaign for CB Shine takes forward the core idea - ‘Shine Karna Sabko Accha Lagta Hai’
The ‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine
Published - 14-October-2017
This festive season, Honda Motorcycle and Scooter has introduced the latest television commercial for CB Shine, its 125cc motorcycle. Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC is now on-air across all popular channels.
The ‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine; whilst taking forward the core idea - ‘Shine Karna Sabko Accha Lagta Hai’.The 2017 Honda CB Shine gets a new Sunset Brown Metallic colour and trendy new graphics. CB Shine is also India’s only executive motorcycle which comes with Combi Brake System (CBS) with Equalizer.
“A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates” said Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter.
“When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways", said Titus Upputuru, National Creative Director, Dentsu One.
“CB Shine has been a preference in the 125cc segment of motorcycles due to its quality, reliability and the pride of ownership. The brand comes with a strong equity and legacy and therefore it’s the cynosure of all eyes. The rider and his loved ones acknowledge and appreciate the ‘shine’ and that has been metaphorically portrayed in the brand campaign," said Abhinav Kaushik, Senior Vice President, Account Management, Dentsu One.
The essence of the TVC is represented in the form of a jingle ‘Jab Shine ho super, toh collar upar’. The ad also reinforces the superior comfort level offered while riding a CB Shine with a pillion, be it on any terrain. The TVC opens with a sequence of a father on his CB Shine dropping his son for his early morning cricket practice. A voiceover in the background introduces the bike as ‘Shine aisi jo subah ki pehli kiran ko bhi piche chor jaye’ As the father sees his son off at the cricket ground, he notices something and signals his son to come back. The father then bends and ties the son’s open shoelace. The son finds his father’s concern and attention inspiring and vocalises his appreciation by raising his father’s shirt collar.
The second sequence shows a newly married couple out for a pleasant evening ride. The husband further emotes his love for his wife by gifting her a rose. The wife appreciates this by raising his collar to show her love and pride for the husband. A voiceover in the background says: ‘Shine aisi jo dur tak jaye, aram se rishta nibhaye’.