- Actor Akshay Kumar narrates Honda’s ‘CBS with Equalizer’ technology
- Now trusted by over 1.25 crore Indians
- Introduced in India nearly a decade before the CBS is set to become mandatory in all 125cc and below capacity 2wheelers from 2018-19
Celebrating the success of its advanced customer-centric technology – the Combi Brake System (CBS) with Equalizer, Honda Motorcycle and Scooter India Pvt. Ltd. (HMSI) has unleashed its latest 360 degree marketing campaign to celebrate the milestone.
About Honda’s Combi Brake System with Equalizer:
Leading the innovation in technology that gives an extra edge to Honda 2wheeler customers worldwide, Honda introduced the unique Combi Brake System with Equalizer technology almost 30 years ago globally. In India too, Honda become the 1st two-wheeler company to introduce its proven CBS technology with the unique Equalizer advantage in 2009.
The biggest differentiator of Honda’s CBS technology is the in-built EQUALIZER which distributes braking force PROPORTIONATELY between the front and rear wheels simultaneously by pressing just the left lever (in all Honda’s automatic scooters) or foot paddle (in 4 Honda motorcycle models). Brake force proportions have been set as best balance for all situations based on Honda’s 30 years of experience of CBS technology in the global markets.
Noteworthy that already over 1.25 crore satisfied Indian customers are riding confidently with the CBS with Equalizer technology advantage in just 7 years since its introduction.
Honda’s CBS with Equalizer technology -> a technology ahead of the times
What is most significant is that Honda 2Wheelers India was the first two-wheeler manufacturer to give its customers this technology benefit; that too, nearly a decade before the Indian government is now set to make CBS technology mandatory in all new 125cc and below engine capacity 2Wheeler models from April 1, 2018 and existing two-wheeler models from April 1, 2019.
Celebrating this milestone, Honda 2Wheelers India has released its latest 360 degree marketing campaign where its brand ambassador and Bollywood khiladi Akshay Kumar highlights the importance of balance – not only in life but also on the roads. Conceptualized by Dentsu One, a Dentsu Aegis Network Company, the TVC (running on air across channels) has received excellent response from the audiences.
Objective of the campaign
Honda’s Combi Brake System with Equalizer technology personifies Honda’s commitment to provide customer-centric and advanced technology two-wheelers.
The objective of the latest marketing campaign hence, was to further cement Honda’s imagery as the leader in bringing customer centric 2wheeler technology while highlighting how Honda’s very successful Combi Brake System with Equalizer technology is superior & differentiated in the industry.
Brief shared with the agency
From the technology point of view, Honda’s Combi Brake System with Equalizer is more efficient compared to conventional braking systems as by distributing braking force proportionately between the front and rear wheels, and reduces stopping distance and improves stability while braking so that you can ride with the confidence of efficient braking in your hands.
Thus, the brief to agency was to communicate the core benefit of the complex CBS with Equalizer technology in easily understandable way for maximum recall.
The target audience of this campaign includes the existing and prospective Honda 2Wheeler customers.
The film uses Honda’s brand ambassador Akshay Kumar, as an influencer, to draw a parallel between the importance of balance in various spheres of life and an analogy with Honda’s innovative technology. The film personifies balance to depict how simple things are the most difficult to achieve and only a combination of skill, technique and experience helps in achieving perfection.
Akshay Kumar shares how Honda understood the importance of balance over 30 years back and introduced the Combi Brake System with Equalizer technology which have today given smiles and confidence of riding to more than 1.25 crore Indians.
The film opens with Akshay Kumar effortlessly juggling a globe and talking about the importance of balance in life relating it to the balance required in two wheelers for increased stability and confident braking. While balancing the globe (world) on his body, Akshay explains that Honda’s Combi Brake System with Equalizer ensures the equal distribution of force between the front and rear wheels.
The global technology has given confidence to more than 1.25 crore Indians and is backed by the trust of millions globally for the last 30 years. The film has a new version of the iconic Honda theme song “Dekho Dekhe Ye Zamana” as the background score reiterates the CBS with Equalizer in action and how it is giving added braking confidence to Honda 2Wheeler customers in India. The film ends with Akshay Kumar waving to a child sitting behind his father on Activa 3G equipped with the Combi Brake System (CBS).
Excerpts from Spokespersons
Elaborating on this technology and its benefits, Mr. Yadvinder Singh Guleria, Senior Vice President – Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd., said, “In 2009, Honda became the first two-wheeler company in India to introduce the proven CBS technology with the unique Equalizer advantage. We are delighted to share that in just seven years, over 1.25 crore satisfied Indian customers are riding confidently with the CBS advantage that Honda has given them much ahead of the times. In the new TVC, get ready to see Akshay once again in his inimitable Khiladi style, sharing how Honda’s unique CBS with Equalizer technology is lending balance to daily riding of crores of Indian customers. What is most significant is that this set of customers have chosen the Honda CBS with Equalizer technology over others well ahead of the government notifications on CBS to be made mandatory (almost a decade later).”
“It was a challenging brief. We had to humanise technology and make everyone not only to understand things like Combi Brake System and Equalizer in a matter of few seconds but also make it engaging and memorable. The globe came handy. So did Akshay Kumar’s athleticism!” said Titus Upputuru, National Creative Director – Dentsu One.
“Honda’s Combi Brake system with Equalizer is a big technological innovation by Honda 30 years ago. It reinforces the brand’s commitment to give the most advanced technology with best riding pleasure and utmost safety to its consumers. Honda’s Combi brake System has given comfort and confidence to more than 1.25 crore Indians in just seven years of its launch and the number is increasing every second,” said Abhinav Kaushik, Senior Vice President, Account Management – Dentsu One.
|Campaign elements: TVC, Print, outdoor, Digital, Cinema
Client: Honda Motorcycle and Scooter India Pvt. Ltd.
Creative Agency: Dentsu One Pvt. Ltd.
National Creative Director: Titus Upputuru
Creative team: Titus Upputuru, Rajesh Minocha,
Abhinav Karwal, Ravinder Kukreja
Planning team: Anand Murty
Films: Dawa Lama
Account Management: Abhinav Kaushik, Akshat Singh, Aakash Jain, Ganesh Parthiban
Director (of the film): Hemant Bhandari
Producer: Abhishek Notani
Production House: Chrome Pictures
Title of film: “Combi Brake System with Equalizer”
Duration: 50 seconds
Campaign break: 14th September 2016
Exposure: Television, Digital
Link to screen grabs of the add : 50-sec-screengrabs
Link for the TVC: