“Honda story will continue on the back of innovations”

After the Hero Honda split in 2010, Honda Motorcycle & Scooter India (HMSI), the wholly-owned subsidiary of Japan's Honda Motor Co, has flooded the two-wheeler market with a slew of launches. Last month, it entered the 110cc mass segment with the launch of Dream Yuga. For HMSI, the top priority is to build a mass brand that represents the aspirations of an average Indian. In an interview with Rohit Nautiyal of FE, Yadvinder Singh Guleria, vice president, sales and marketing, HMSI, discusses the company's new vision, the importance of right communication in brand building and its new markets. Edited excerpts:

What's the new Honda vision and how does the new corporate campaign reflect the company's new values?

2012 is undoubtedly a landmark year in the history of HMSI. For the first time, we have inherited brand Honda in its purest form for two-wheelers in India. The company's new direction was announced early this year at the Auto Expo followed by a slew of launches. Earlier we were not present in the 100-110 cc segment which accounts for almost 50% of two-wheelers sales in India. Recently we made our foray into this segment with the launch of Dream Yuga which will bring high volumes for us. We have zeroed on a three-pronged vision: create (product), communicate (advertising) and connect (distribution). Our global tag line 'Power of dreams' has been adopted as 'Sach kar denge sapne' for the Indian masses. The campaign attempts to capture how every Indian lives with a dream in his heart. And where there's a dream, there's a chase and that's where Honda finds a connect. Through our offerings, we provide mobility so people can fulfil their dreams. This July we will touch 1 crore customers in India and so we believe it's the right time to launch our campaign. Besides television, our new media plan will focus on digital, point of purchase and outdoor.

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