Honda and Scooter India's latest campaign urges people to appreciate each other

Honda and Scooter India latest campaign urges people to express emotions

Honda Motorcycle and Scooter India have rolled out its latest TV campaign ‘Kya Shine Hai' (What a Shine) which emphasizes on the importance of extending appreciation.

The film is conceptualised by Dentsu One and begins with a father and son appreciating each other. Also, a newly married couple expressing love by husband gifting his wife rose and wife raising his collar to show her pride for him. A voice over in the background says: ‘Shine aisi jo dur tak jaye, aram se rishta nibhaye’ (Shine which goes a long way and comfortably keeps the relationships intact).

Yadvinder Singh Guleria, senior vice president, sales and marketing, Honda Motorcycle and Scooter India, said: “A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates.”

Titus Upputuru, national creative director, Dentsu One said: “When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways."

Taruka Srivastav

I march to the Indian beat of The Drum.

All by Taruka