Network News

Ad Campaign for CD 110 Dream (DX) designed and conceptualized by Dentsu Marcom

Honda Motorcycle and Scooter India (HMSI) has rolled out a new TV commercial for its latest upgrade of CD 110 Dream (DX). The campaign is designed and conceptualized by Dentsu Marcom, a Dentsu Aegis Network Company.

The TVC has been designed to further consolidate Honda's share in the 110cc motorcycle segment. The agency was tasked with creating a new narrative to strengthen the product identify with its latest offerings of features and colours.

Know about Lipton's Idea of beating the heat this summer

While commenting on the campaign, Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India, said, "Since its launch in 2014, CD 110 Dream (DX) has been a hugely popular motorcycle amongst the masses due to some of its salient features, like an elongated seat, tubeless tyres, viscous air filter and a maintenance free battery. With the self-start option, buyers now get a convenient feature that further enhances its appeal. Hence, campaign -'Khoobiyon mein ek aur khoobi' perfectly sums up the new CD 110 Dream (DX)."

To which, Titus Upputuru, National Creative Director, Dentsu Marcom, added, "The idea "Khoobiyon mein ek aur khoobi" is aimed at people who are out there making their ends meet by innovating in small ways in their respective fields. This communication connects with them in a simple way and shows how like them, their CD also has a new khoobi."

The ad film opens with a tour guide sitting on his CD 110 (DX) with a smartphone in his hand, trying to learn Japanese while a group of Japanese tourists arrive and the other tour guides approach them. They try to communicate with them using gestures and signs but the tourists feel uncomfortable. The protagonist addresses them in Japanese which impresses them and they hire him.

Read our entire coverage on Dentsu Marcom

After various sequences presenting the same idea, the film ends with a tagline "Khoobiyon mein ek aur khoobi" (adding another quality in the bag full of qualities). The campaign is designed especially for the rural or semi urban cities in the age group of 20-35 years, comprising of salaried, self-employed, shop owners, farmers and skilled workers.