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."