Creative Pitch for 2 Honda Motorcycle Brands Gets in Gear

Steve’s breakdown: The two-wheeler company has called a pitch for the CB Shine and the new bike, Dream Yuga, which it unveiled at the Auto Expo held in New Delhi. For reference, we reported back in December that Honda hunts for agency for new bike range.

DELHI, India: Honda Motorcycle & Scooter India has called for a creative pitch for two of its brands. While the CB Shine is an existing brand, Dream Yuga is a new 100 CC commuter bike unveiled last year at the Auto Expo held in New Delhi. The Dream Yuga, targeted at the mass segment, will be launched this year.

The pitch process, which is in the initial stage, is currently underway in Delhi. Industry sources have confirmed the development to afaqs! on condition of anonymity. Currently, Dentsu Marcom handles the duties for the CB Shine.

Honda Motorcycle launched its first mass bike, Dream D, in 1949. Since then, the company has launched many models of Dream across the globe. This is the first time that it will introduce brand Dream in India.

This is the second time in the last few months that a creative pitch has been called by the company. In December 2011, the company had called for a pitch for its bike brand CBR and scooter, Dio. While the creative duties for Dio were won by Grey, Dentsu Marcom retained the business for CBR.

Japan-based Honda mainly operates in India through three business divisions – Honda Motorcycle & Scooter India (two-wheelers division), Honda Siel Cars India (manufacture of four-wheelers) and Honda Siel Power Products (manufacture of the entire range of power products).


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