Honda revives the Activa craze with new TVC

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Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) launched a new TVC for Activa 3G. The new ad campaign for Activa 3G recreates the sense of pride, joy and community amongst customers. The TVC created by Dentsu Marcom, showcases the joy and pride of owning the country’s No.1 scooter brand and gain new customers with Activa 3G. It emphasizes the latest model’s fresh design and technological excellence.

The objective of the campaign was to further strengthen the leadership for brand Activa, showcasing the joy of owning the country’s No.1 scooter brand.

Launched some 14 years ago, Activa has dominated the ATSC segment. With 43% market share, Activa has proved to be the category leader. Over the years, the product has continued to evolve .

To further reinforce leadership, Honda has introduced the Activa 3G (Activa 110cc with a new look) for customers looking for a new and fresh design along with technological finesse.

The target group for Activa 3G is spread over a broad age group; ranging from young professionals/businessmen, residing in metros and other major cities.
After a thorough market research the creative team curated an appropriate positioning. Through the new Activa 3G the aim was to bring alive this sense of pride, joy and community with a simple song that’s not only well known but also reflects the exclamation of pure delight “VaahVaahVaah” that pours forth from all quarters.

Mr. Y. S. Guleria, Sr. Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd, said, “Ever since Activa was rolled out on Indian roads 14 years ago, it has not only emerged as a category leader but has also created a special place in the hearts of millions of customers. With innovations and improvement in technology, Honda has differentiated itself in terms of product offerings to consumers. With a refreshed design, new looks and enhanced technology Activa 3G is sure to win accolades and carve a niche for itself.”

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