Dileep Kumar
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In its second corporate campaign post the split with Hero, Honda Motorcycle & Scooter India highlights its logo - the wing - and its focus on rural India.
There are brand logos. And there are grand logos. The latter kind is conjured up mid-air by professional skydivers and shot using aerial cameras.
In its latest ad film called 'Pankh', that's part of a 360 degree corporate campaign titled 'Honda is Honda', Honda Motorcycle & Scooter India (HMSI) highlights its winged logo in a larger than life manner.
In the ad, we see dozens of skydivers jump from planes to create the HMSI logo in the sky as India - including brand endorser Akshay Kumar - watches, amazed. The lyrics of the soundtrack go 'Dekho dekhe ye zamaana, panchi uda jaaye re...' The corporate film was released after a brief teaser campaignin which the spectators are shown, but not the spectacle.
The effort, insists YS Guleria, vice president, sales and marketing, HMSI, is "more than just another campaign", as it announces the start of what he calls "a new era," one in which there's "only Honda in the Indian two-wheeler industry."
"As its next move, Honda is strategically reinforcing its solo and empowered identity, the 'Wings', as it makes inroads into rural environs," Honda's Guleria asserts.
And sure enough, it's hard to miss the overtly desi elements in the film - ghunghats, saffon Buddhist outfits, intercity trains and turbans galore. Trying hard to inject the Indian-ness that disappeared with Hero? Titus Upputuru, national creative director, Dentsu Marcom, the agency that has created this campaign, fields, "No, we're not trying hard to be Indian... that phase is over for Honda," insisting that the brand's first corporate campaign post the split with Hero, Humein Jaldi Hai(2012) "served that purpose."
"Honda is going into the rural belt a lot. So it was important for us to show the rural part of India," he clarifies, saying the team made a conscious decision to opt for imagery that's not commonly seen in Indian ads, referring to the little Muslim boy wearing his religious cap, a little girl in a burka, a monk in his professional outfit and two women - rider and pillion - on a bike. Read More:-http://www.afaqs.com/news/story/41495_Honda:-Wind-Beneath-Indias-Wings
There are brand logos. And there are grand logos. The latter kind is conjured up mid-air by professional skydivers and shot using aerial cameras.
In its latest ad film called 'Pankh', that's part of a 360 degree corporate campaign titled 'Honda is Honda', Honda Motorcycle & Scooter India (HMSI) highlights its winged logo in a larger than life manner.
In the ad, we see dozens of skydivers jump from planes to create the HMSI logo in the sky as India - including brand endorser Akshay Kumar - watches, amazed. The lyrics of the soundtrack go 'Dekho dekhe ye zamaana, panchi uda jaaye re...' The corporate film was released after a brief teaser campaignin which the spectators are shown, but not the spectacle.
The effort, insists YS Guleria, vice president, sales and marketing, HMSI, is "more than just another campaign", as it announces the start of what he calls "a new era," one in which there's "only Honda in the Indian two-wheeler industry."
"As its next move, Honda is strategically reinforcing its solo and empowered identity, the 'Wings', as it makes inroads into rural environs," Honda's Guleria asserts.
And sure enough, it's hard to miss the overtly desi elements in the film - ghunghats, saffon Buddhist outfits, intercity trains and turbans galore. Trying hard to inject the Indian-ness that disappeared with Hero? Titus Upputuru, national creative director, Dentsu Marcom, the agency that has created this campaign, fields, "No, we're not trying hard to be Indian... that phase is over for Honda," insisting that the brand's first corporate campaign post the split with Hero, Humein Jaldi Hai(2012) "served that purpose."
"Honda is going into the rural belt a lot. So it was important for us to show the rural part of India," he clarifies, saying the team made a conscious decision to opt for imagery that's not commonly seen in Indian ads, referring to the little Muslim boy wearing his religious cap, a little girl in a burka, a monk in his professional outfit and two women - rider and pillion - on a bike. Read More:-http://www.afaqs.com/news/story/41495_Honda:-Wind-Beneath-Indias-Wings
