Bhawana Anand, New Delhi
Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) recently launched a new vehicle- CB Hornet 160R which is a faster, smarter, sportier and high-performance machine. With an aim to give away the feel of the vehicle to its target audience i.e. Youth, the brand rolled out an extensive Out-Of-Home campaign in association with Posterscope India, the out-of-home agency from Dentsu Aegis Network.
Posterscope India was briefed to create awareness among the target audience by utilizing high visibility & innovative outdoor sites in top cities across India and highlighting its attractive features like- Petal Disk Brakes, Iconic 'X' Shaped LED Tail Lamp, Wide Rear Tyre and BSIV Engine. Therefore on the same guidelines, the OOH campaign was launched with the imperative of amplifying the buzz and spreading awareness about the new CB Hornet 160R among target audience.
Commenting on this, Yadvinder Singh Guleria -Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India said, "Ever since its launch in December, the CB Hornet 160R has stood out for its Raw, Real & Ripped appeal. Designed to set the pulse racing with its looks, aggressive styling and cutting edge performance, the CB Hornet 160R has caught the fancy of the youth. With the vehicle now available across Honda's main network, this campaign is set to enhance the awareness among the target audience. We look forward to the OOH expertise that Posterscope India will bring to the table and help us build on this early success."
The campaign spanned across 17 cities with an astonishing media space of 5 lac sq.ft. The wide range of media mix was activated to achieve the targeted reach. Use of new innovative concepts to focus product features- like the specially created backlit hoarding to highlight the signature X-shaped tail light. The optimized campaign plan included larger than life billboards, mall facades, bus shelters, metro branding, kiosks, institutional media and corporate parks.
On rolling a successful campaign, Haresh Nayak, Regional Director, Posterscope Asia Pacific & Managing Director, Posterscope Group India said, "We are extremely happy to be associated with brand Honda. CB Hornet 160R with its macho looks and durable performance has already won hearts. We will further, ensure that the Street Naked Sports Biking momentum is continued throughout. This is an important win for us. We would like to extend our heartfelt thanks to have showed trust on us."