Ad Campaigns
Honda unleashes the ‘Power of 6’ in new campaign
MUMBAI: Celebrating new year 2020 with the ‘Power of 6’, Honda Motorcycle & Scooter India Pvt. Ltd. (HMSI) has started the 360-degree campaign of 6th generation of India’s first choice of mobility on two wheels – All New Activa 6G BS-VI.
In its 19 years’ journey Activa scooterized India like never before; and raised the bar with its many new innovations, technology & advanced features. The latest 6th generation avatar – Activa 6G BS-VI changes the game of mobility and unleashes #AQuietRevolution.
The campaign conceptualised by Dentsu One, a Dentsu Aegis Network division, aims to further strengthen the leadership position of Activa using the common thread of 6. For the cricket loving India – 6 signifies the best possible result and holds the power to change the game. When it comes to two-wheelers, Activa is India’s most loved too. The campaign synergizes the 6 key benefits of 6th generation Activa 6G with 6 sixers of cricket. Thereby, ensuring total recall to the Activa 6G – ‘6 Changes the Game.’
Speaking on the campaign, Honda Motorcycle & Scooter India Pvt Ltd Sr. VP sales and marketing Yadvinder Singh Guleria said: “Ever since its inception, Activa has changed the way India rides. Our advanced technologies like eSP, many first-in-segment features including ACG starter motor and PGM-FI technology provide a perfect mix of power to the legend. A significant increase in mileage along with Honda’s 6-year warranty package (3 years standard + 3 years optional extended warranty) ensure additional value for our customers. Like cricket, Activa too has a loyal fan following of more than 23 million Indians. Combining the two classic nation’s favourites; Cricket and Activa, the campaign symbolises the spirit of common love and Joy across the masses.”
Dentsu One NCD Titus Upputuru said: “Sometimes, the story lies in the branding itself. Activa was coming with its 6th generation and it was called 6G. We thought this time Activa is hitting a 6. Cricket is known for its commentary so we used the narration to sound like real commentary from a cricket match. We executed a simple visual hook of a 6 to aid high recall. Casting Billy Bowden as a surprise element was the icing on the cake as he is known for his signature 6 signal.”
“Activa has not only been changing the category dynamics with its every new generation since its first launch in 2001 but also building a strong and inseparable emotional bond with India. With the launch of new Activa 6G, equipped with segment-first features, Activa has once again upped the benchmark. India loves cricket as much as they love Activa 6G and this forms the basis of our product story that seamlessly connects 6th generation Activa to the game of cricket.”, added Dentsu One EVP account management Abinav Kaushik.
NATIONAL: Amazon Ads has laid out a sharply tech-led vision for the advertising industry in 2026, arguing that artificial intelligence, streaming TV and creator partnerships will combine to turn brand building into a more precise, performance-driven business.
At the heart of the shift, the company says, is the fusion of AI with Amazon’s vast trove of shopping, browsing and streaming signals, allowing advertisers to move beyond blunt reach metrics to campaigns designed around real customer behaviour.
“The future of advertising is not about reaching more people, but the right people with messages that resonate,” said Amazon Ads India head and vice president Girish Prabhu. “By combining AI with deep customer insights, we help brands move from broadcasting campaigns to having meaningful conversations wherever audiences spend their time.”
One of the biggest changes, according to Amazon Ads, will be the collapse of the wall between media planning and creative development. Retail media, powered by first-party data, is increasingly shaping everything from brand discovery to final purchase, pushing marketers to design campaigns around audience insight rather than internal instinct.
AI is also moving from a support tool to a creative engine. Agentic AI, which automates and accelerates production, is expected to make high-quality creative accessible even to small businesses, compressing weeks of work into hours and giving challengers the ability to compete with larger brands on speed and scale.
Behind the scenes, AI-driven analytics will take on a bigger role in campaign optimisation, identifying patterns, spotting opportunities and recommending actions that would previously have required teams of analysts.
Streaming TV is another big battleground. With India’s video streaming audience now above 600 million and connected TV users at 129.2 million in 2025, advertisers are set to treat streaming not just as a branding channel but as a performance engine, measured increasingly by sales, sign-ups and bookings rather than just reach.
Finally, Amazon Ads sees creators and contextual advertising reshaping how brands tell stories. Creators will act less like influencers and more like long-term partners, while scene-aware ads on streaming platforms will allow brands to insert hyper-relevant offers into the flow of what viewers are watching.
Taken together, Amazon Ads argues, these shifts mark a move towards advertising that is both more human and more measurable, where AI handles the complexity, and creativity does the persuading.
