| The idea behind the rally, designed
exclusively for Indian market, was to prove its mettle in a minimum
span of time in a demonstrable manner. The rally was conceptualised
after considering researches which indicated that the key concerns/expectations
of the consumer were mileage in normal riding conditions, ability
to carry load, breakdown factor and stability while riding.
Triton’s brand services director Anchal Duggal says, "Our
idea was to demonstrate in a real manner - and not through mock
stunts - the reliability aspect of Eterno. This provided HMSI an
opportunity to test the Eterno under actual riding conditions on
parameters like mileage, endurance, loading capacity, the unique
one-direction gear system and riding comfort."
Along with these parameters, Eterno also scored on basic features
of a Honda product like patented CLIC mechanism and Tuffup tube
designed to assist during breakdowns Duggal states.
According to Vivek Srivastava, executive director of Triton, a
17-member team - including journalists from auto magazines, technicians
from HMSI and a co-ordination team - the rally travelled from city
to city, covering the entire distance in 16 days before coming back
to their base, Delhi.
The 'Great Eterno Yatra' allowed the consumer to touch and feel
the product locally and check out the performance. Each city witnessed
a press conference with a local event organized by dealers along
with HMSI.
"Keeping in view the conversion factors, a lot of focus was
on test drives. Normally out of 1000 test drives, nearly 15-20 conversions
would happen," Duggal says.
The campaign is part of a promotional strategy for Eterno. Triton’s
mandate for Eterno includes inculcating confidence among the target
audience as the category is known for usage in rugged manner.
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