Automotive brands have always found new ways of marketing their products, however, the Japanese two-wheeler manufacturing giant Honda Motorcycle and Scooter India with its recent campaign has taken it to a new level. Under its extremely innovative and first-of-its-kind outdoor campaign ‘Floating Showroom in the Backwaters of Kerala’ Honda has crossed the geographical barriers to promote the sale of its already popular scooter – the Activa. The company has introduced the floating Honda showroom just before the festivities of Onam begin in Kerala.
The newly launched initiative, which was conceptualised by Tribes Communication, honours Kerala’s iconic character while tapping into the city’s backwaters-based moving transportation systems. Honda’s Floating Boat showroom set out on its seven-day journey from Arookutty ahead of the Onam festival, stopping at over 15 venues before anchoring at the picturesque shoreline of Alleppey to promote the state’s culture and spirit.
Sharing his comments on the success of this one-of-a-kind marketing campaign, Atsushi Ogata, Managing Director, President & CEO, Honda Motorcycle & Scooter India said, “We wanted to create an experience for our local audience and narrate a story that would be relatable to them. Through the floating showroom activation, we are delighted that our connection with our consumers has grown stronger. The result achieved so far is a testimony of Honda’s strong customer connect and we are optimistic that this will contribute to building better and prolonged relations with our audience.”
Meanwhile, Gour Gupta, Managing Director, Tribes Communication, “A brand story telling has to be creative, compelling and engaging. Through the floating showroom activation, we wanted to create an unprecedented experience for the audience. We are glad to have generated a huge impact on the queries from the customers and are optimistic that the momentum will sustain.”
Earlier in August of this year, Honda Motorcycle and Scooter India also launched the ‘Premium Edition’ of its best-selling Honda Activa 6G scooter. The scooter received a touch of gold-coloured wheels and badges, a gold garnish on the front apron along with the seat and footboard finished in brown. The model was introduced with a Rs 2,000 markup taking its retail price to Rs. 74,400 ex-showroom Delhi.
Mechanically, the Premium Edition of the Honda Activa 6G remained unchanged. It still came powered by a 110cc, four stroke single cylinder engine that makes 7.68 Bhp of peak power and 8.84 Nm of peak torque. A CVT automatic gearbox drives the rear wheel of the scooter, which is known for its impeccable reliability, high refinement, sturdy build, high fuel efficiency and excellent resale value.
In other Honda news, it was recently reported that the Japanese carmaker is preparing to introduce the XRE300 dual-sport motorbike, a new bike in this category. The ADV was initially observed in testing in India and will be able to operate on both standard petrol and flex-fuel (E85). It’s interesting to note that the identical bike is marketed in Brazil, and we anticipate Honda to introduce a model with a comparable specification in India.