Honda Motorcycle and Scooter India Pvt. Ltd. launches “Teri Har Udaan, Hamari Shaan,” its new corporate campaign. Dentsu One of Dentsu Aegis Network created the campaign.
The campaign shows how Honda has given millions of Indians wings of freedom over the past 18 years and touched their lives in various ways.
Mission:
Honda’s devotion and experience from pre-sales to after-sales, safety riding training to product customization, and racing to adventure is the campaign’s goal.
Approach: The goal was to create a communication that inspired customers and Honda 2 Wheelers India employees. The brand has grown beyond its products. Brand trust matters in many ways today. Thus, the goal was to demonstrate all the ways the brand touches customers.
Film Description: Honda workers start their shifts in the factory. Brand ambassador Akshay Kumar joins. They stand and sing, “Dil hai, jaan hai, imaan hai… teri har udaan, hamari shaan hai.” As the song proceeds, many consumers experience Honda’s commitment to sales, after-sales, service, road safety, customization, racing, and adventure. Akshay Kumar rides Africa Twin on the hills at the end of the flick. The film introduces Honda 2Wheeler India’s Joy Club, a loyalty program with several rewards.
Mr. Yadvinder Singh Guleria, Senior Vice President, Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “The faith and patronage of our customers towards ‘Brand Honda’ reflects in the expanding customer base of 39 million Honda wing riders. The new corporate film aims to deepen our commitment to “Serving our Customers with a Smile” in all areas of engagement and giving them the “Joy of Riding” in pursuit of their dreams.
Mr. Titus Upputuru, National Creative Director, Dentsu One, said, “Usually we generate communication for customers. We occasionally create for brand employees. This was a rare chance for non-customer-facing communication. We wanted to take this moment to raise, motivate, and inspire all brand associates. How does making someone fly feel?
“Teri har udaan, hamari shaan” addresses this. Honda employees, dealership workers, and service professionals are committed to infusing their “dil, jaan, imaan” into everything they do. The picture honors spirit and action equally, no matter how small.”
“In marketing, we often talk about touchpoints via which a brand needs to communicate with its customers,” said Dentsu One Executive Vice President, Account Management Abhinav Kaushik. Most companies count touchpoints using a tick mark and number. Honda seeks to “touch,” “empathize,” and “connect” with customers through this campaign and ground-level activities to build deep, indivisible bonds of trust and commitment that transcend “touchpoints to trust-points.” Honda is relentlessly targeting long-term customer value.
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