Brands
Honda unleashes wave 2.0 of its business expansion
MUMBAI: After a positive business result, Honda Motorcycle and Scooter India (HMSI) has decided to go all out with its marketing activities.
It was in May, this year, when HMSI announced that it saw a 55 per cent growth in total sales at 3,55,726 units. The company’s total sales stood at 2,29,143 units in the corresponding month of the previous year. Motorcycle sales registered a rise of 76 per cent to 1, 60,295 units in May 2014 from 91,280 units in the same month a year ago, HMSI had said in a statement.
According to various media reports, it is also learnt that over the past two years, HMSI has narrowed the gap with its competitor, Bajaj Auto, which from the last five years has shifted its focus on motorcycle. In May, for instance, Bajaj Auto sales dropped 17 per cent to 176,277 units, against 212,129 units in May 2013. This is when the motorcycle sector posted growth of 12 per cent. Honda’s new launches in the economy segment have helped the brand take the leading step.
The auto brand has now taken a step further to scale up its marketing initiatives. It has commenced its latest corporate campaign titled ‘Honda is Honda’ in two phases. In phase one, there was a splash of teaser activities across various social sites and blogs from 14-18 July. This was followed by the TV teaser which was on-air from 15-18 July.
In the phase two, the brand will break 360 degree campaign blitzkrieg starting from 19 July across TV, print, radio, outdoor to even cinema. Engaging with his 10 million fans, Honda’s brand ambassador, Akshay Kumar, too is promoting the campaign through his social page.
The corporate campaign aims to unambiguously demonstrate that firstly, Honda is the partner of choice for Indian two-wheeler customers in pursuit of their dreams. Secondly, to firmly embed Honda’s Wings as the metaphor/symbol of HMSI’s commitment to enable people to achieve the lift they seek.
Honda Motorcycle and Scooter India vice president-sales and marketing YS Guleria said, “Honda is Honda’ is not just another campaign but an important one to announce the start of a new era as ‘Only Honda in Indian two-wheeler industry’; Honda has unleashed wave 2.0 of its business expansion. As its next move, Honda is strategically reinforcing its solo and empowered identity – the ‘wings’ as it makes inroads into rural environs. ‘Honda is Honda’ is our most ambitious 360 degree campaign and the first ever launched from the digital platform followed by other media.”
Dentsu Marcom has executed the campaign. Dentsu Marcom NCD Titus Upputuru mentioned that HMSI’s first corporate campaign with ‘Hamein Jaldi Hain’ campaign showcased how the country was in a hurry and how Honda can help the countrymen and women in their hurriedness to their dream destinations.
“In its second campaign, we wanted to establish clearly that this ride is not just a ride but a flight. It is interesting that when we ride a motorcycle or a scooter, we lift our feet off ground. When birds fly, they lift their feet off ground. The brand had this incredible symbol, which we hadn’t leveraged. So it all came together in ‘zameen se jab hum paanv uthate hain, pankh apne aap lag jaate hain’ brand Honda gives an experience no other brand can,” added Upputuru.
According to Dentsu Marcom vice president account management Abhinav Kaushik, “This campaign is a salute to the million wing-riders who are soaring on the two-wheels of Honda. So no matter who you are, or what your dreams are, the wings of Honda will make sure you reach your desired destination.”
Brands
ITC Sunfeast Farmlite launches Sugar Free Cookies range
New variants offer guilt-free indulgence for health-conscious snackers.
MUMBAI: ITC Sunfeast Farmlite is sweetening the deal for biscuit lovers who want to have their cookie and eat it too without the sugar. The better-for-you biscuits range from ITC Foods has expanded its portfolio with the launch of an all-new Sugar Free Cookies line, aligning with the company’s vision of ‘Help India Eat Better’. The range is designed for consumers who are rethinking sugar in their daily snacking but refuse to compromise on taste and indulgence.
The collection debuts with two tempting variants: Choco Nut Cookies and Hazelnut & Oats Cookies. Both are a source of protein and contain no trans-fat, while the Hazelnut & Oats variant is also lactose-free.
ITC Ltd. vice president (marketing), biscuits, foods division, Suraj Kathuria said, “At Sunfeast Farmlite, we believe mindful snacking should never come at the cost of indulgence. With this launch, we are catering to the growing need for guilt-free snacking while delivering a rich, satisfying cookie experience.”
ITC Ltd. vice president & head of food sciences for foods division Dr Shantanu Das added, “We have applied robust food science to develop cookies that are sugar-free while preserving the taste and texture consumers love.”
Each cookie comes in convenient single-serve packs to maintain texture and freshness. Both variants are available in 100g packs priced at ₹100 and can be found on quick-commerce platforms including Blinkit, Swiggy Instamart, and Zepto.
In a market increasingly leaning towards healthier choices, ITC Sunfeast Farmlite’s new Sugar Free Cookies prove that cutting sugar doesn’t mean cutting joy. For the health-conscious yet indulgent snacker, this could be the perfect bite-sized solution.
