Dream Yuga takes the emotional route in launch campaign

Honda Motorcycle and Scooter India recently launched its 110 cc bike, the Dream Yuga, for which a TVC has been unveiled.

Created by Dentsu Marcom, the film opens with a shot of a man shown writing ‘Happy birthday papa’ and packing a gift. He then gets on to a bike and rides through the town to a house in a village. He enters the house to surprise his mother and wishes her happy birthday and hands the gift. Surprised, the mother asks why papa, to which the man replies saying she’s the one who raised him and has played the role of his father as well as his mother. The lady opens the gift, to find a lock in it, to which her son says, “Apne saare dukhon ko taala lagao aur chalo mere saath” and takes his mother back home along with him. The film ends with brand ambassador Akshay Kumar entering and revealing  the brand`s proposition which is “Ek naya yug, Ek naya dream.”

Commenting on the TVC, Titus Upputuru, national creative director, Dentsu Marcom, said, “There is a close link and bond between sons and their mothers in India. The sons are always mamma's boys. When we were thinking about the dreams of a young man from small town India, we thought of his mother. So here is a bike, a bike called Dream Yuga that helps fulfill the dream of a young man. Most young men with dreams of a better life leave for the bigger city, whether it is Mumbai or Delhi… But their roots and families tend to continue the way they were. So here is a boy who loves his mom so much, he wants her to be with him. So he goes all the way to his mom on his bike and brings her with him. This is the new era, and these are their dreams. In that sense the Honda Dream Yuga bridges the gap between the small town and the big city."

Narayan Devanathan, national planning head, Denstu Marcom, added, “What do you call a company whose forte is technology, in India, and globally, but chooses not to highlight it in its products for India? What do you call a company who is literally opening up new paths for the motorcycle category with a thrust on 110cc bikes, but chooses instead to focus on new paths it can open up for dreams? What do you call a company whose inherent strength is never giving in to nurumayu - complacence, but believes in innovation across the board and the brand when the occasion calls for it? In a word, Honda. This emotion-filled, heartfelt, category-leading technologically superior offering from Honda bikes to India is really just Honda doing what it does best. Using technology and humanity to enable the 'Power of Dreams'. After all, the promise Honda has made to India is Sach Kardenge Sapne.”

Credits:

Client: Honda Motorcycle and Scooter India (HMSI)

Creative agency: Dentsu Marcom

National creative director: Titus Upputuru

Creative team: Titus Upputuru, Jitendra Kaushik, Vishal Mittal, Brijesh Bharadwaj, Vivek Verma

Planning team: Narayan Devanathan, Ivy Mukherjee

Account management: Harjot Narang, Yuichi Toyoda, Nikhlesh Jhingan, Sunil Singh, Farhat Naim

Films chief: Suprotim Day

Director (of the film): Bauddhayan Mukherji (Buddy)

Producer: Vishal Patel

Production house: Little Lamb Films

Post production studio: Pixion

Music credits: Chandrabindoo