Honda Motorcycle and Scooter India Pvt. Ltd. goes on air with its latest campaign – “Sau mein se sava sau” for the new Activa 125. The campaign is conceptualised by Dentsu One, a Dentsu Aegis Network division.

The 2018 edition of Activa 125 comes equipped with LED headlamp, LED position lamp and 4-in-1 lock with seat opening switch. Building on trust of more than a million customers, Activa 125 offers solid power, strong (metal body) and blend of performance, efficiency, comfort with advanced features.

Campaign objective:

The campaign aims to promote new class leading features of Activa 125 while leveraging on trust & legacy of brand Activa. Positioned as the preferred choice in its category, it combines the reliability of Activa with power of 125cc engine and stylish solid metal body with a frontastic chrome stance.

Approach:

Taking a slice of life route, the “Sau mein se sava sau campaign illustrates a family where the girl highlights all positive attributes of her love interest to get her father’s approval.

The film mirrors these qualities with the features of Activa 125 which is made for the smart and sensible people. The product- Activa 125 has all positive attributes she praises the boy for.

Different features are compared to quality like – 1. Smart – LED Headlamp, LED Position Lamp and Chrome Chest, 2. Sensible– ECO mode indicator, 3. ‘Good Family’– Brand Activa and 4. Strong – Metal body. Parallel sequences weaved into the story substantiate the positioning of the scooter.

Mr. Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd. said, “The purpose of this campaign is to showcase the new segment leading product features and reiterate trust of brand ’Activa’. With more than a million users, Activa 125 is synonymous to smartness, sensibility and strength. The power & torque of Activa 125 provides enhanced confidence to the customers especially on hilly roads.”

 Mr. Titus Upputuru, National Creative Director, Dentsu One said, “If you belong to a good family, you will have good genes. That’s the key insight we have taken to build communication for the campaign. Activa 125 hails from the family of Activa. The product scores 125 % in every aspect and that’s why the expression ‘sau mein se sava sau! Shooting the film in a cable car was very challenging but we are very excited to see the final outcome.”