Honda's new TVC demos how to 'Untame yourself'

Honda Motorcycle & Scooter India Pvt Ltd (HMSI) released a new commercial, titled 'Untame yourself', for its sports segment bike, the CB Trigger. Conceptualised by Dentsu Marcom and produced by 7 films, the commercial helps the youth break free from what is expected out of them and just be themselves.

The TVC showcases the protagonist being tamed by his friends, girlfriend and other members of the society in their own ways. The protagonist goes on to say "Do they make my choice, do they define my life, and do they make my destiny"? He wants to live his life on his own terms and Honda's new bike is a trigger for him to realise that it has gone too far. He breaks the shackles of society by saying "I don't belong to them. I belong to myself." It ends with the brand's tagline, "Untame Yourself."

"Honda further strengthens its portfolio in the 150cc motorcycle segment with the CB Trigger is targeted at the youth. CB Trigger with new technology- CBS(Combined Braking System) promises a perfect mix of best in class features and fuel efficiency for daily commuting. It offers real value to the youth who want it all - style, performance, advanced features, mileage and maximum riding comfort. I am confident that the new TVC of CB Trigger will create a top of the mind recall with its youth centric theme aiming at the lives of today's young generation'', said Y S Guleria, Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt Ltd.

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Titus Upputuru, NCD, Dentsu Marcom said, "The new CB Trigger combines the raw power of 150 cc and macho styling. So we asked, "Why tame yourself?" Youth enjoy college life and the life after because it seems to liberate them from the 12 years of schooling. Little do they realise that there is another kind of schooling that follows them in these and the following years. Fact is, people around you continue to teach you what is cool, what isn't, they tell you that you must join a gym, build your muscle, party hard etc. The new CB trigger gives them a physical tool to break out of all this and live by themselves."

Narayan Devanathan, National Planning Head, Dentsu Marcom added, "The simple but key insight into the life of the 18-year-old prospective biker is this: at a time when the 18-year-old tastes freedom for the first time, the shackles of conformity try to bind him, hold him back, and worse, define him for who he really is not. Along comes Honda to remind him that there is indeed a time and a place to become domesticated. And that the new Honda CB Trigger is here to take him far, far away from them."

Credits:

Client: Honda Motorcycle and Scooter India

Creative Agency: Dentsu Marcom

Branch Head:-Harjot Narang

National Creative Director: Titus Upputuru

Creative team: Vishal Mittal, Jitendra Kaushik, Aneesh Ayyapan, Brijesh Bharadwaj

Planning team: Narayan Devanathan

Account Management: Yuichi Toyoda, Nikhlesh Jhingan, Sunil Singh, Farhat Naim & Shivam Dua

Films Chief: Suprotim Day

Director (of the film): Lloyd Baptista

Producer: Ruchi Mehta

Production House: 7 Films