Posted on Oct 12, 2017

Kya Shine Hai – Honda CB Shine TV Commercial Goes Live

This festive season, Honda Motorcycle and Scooter India Pvt. Ltd. has introduced the latest television commercial for CB Shine – India’s No. 1 selling 125cc motorcycle.

Developed by Dentsu One, a Dentsu Aegis Network Company, the TVC is now on-air across all popular channels. The ‘Kya Shine Hai!’ campaign’s central theme is to celebrate the brand legacy of CB Shine; whilst taking forward the core idea – ‘Shine Karna Sabko Accha Lagta Hai’.

The best-selling 2017 Honda CB Shine gets a new Sunset Brown Metallic colour and trendy new graphics. Launched in 2006, the CB Shine has gained the trust of more than 57 lac Indians & become the undisputed first choice of customers in its category. Setting it apart from the competition, CB Shine is also India’s only executive motorcycle which comes with Combi Brake System (CBS) with Equalizer.

Kya Shine Hai Video

Background of ‘Kya Shine Hai’ Campaign

The new ‘Kya Shine Hai’ campaign depicts how every CB Shine rider feels pride in owning and riding CB Shine. Their shine is further amplified as they are appreciated by those who matter to them.

Film Description

The essence of the TVC is represented in the form of a jingle ‘Jab Shine ho super, toh collar upar’. The ad also reinforces the superior comfort level offered while riding a CB Shine with a pillion, be it on any terrain.

The TVC opens with a sequence of a father on his CB Shine dropping his son for his early morning cricket practice. A voiceover in the background introduces the bike as ‘Shine aisi jo subah ki pehli kiran ko bhi piche chor jaye’ As the father sees his son off at the cricket ground, he notices something and signals his son to come back. The father then bends and ties the son’s open shoelace. The son finds his father’s concern and attention inspiring and vocalises his appreciation by raising his father’s shirt collar.

The second sequence shows a newly married couple out for a pleasant evening ride. The husband further emotes his love for his wife by gifting her a rose. The wife appreciates this by raising his collar to show her love and pride for the husband. A voiceover in the background says: ‘Shine aisi jo dur tak jaye, aram se rishta nibhaye’.

Excerpts from Spokespersons

A decade after its introduction, Honda’s CB Shine is India’s most trusted 125cc motorcycle. Today, every minute, two families are riding home on a new CB Shine. From the brand communication perspective, our customer evolution mirrors the new ‘Kya Shine Hai’ TVC. It is this shine of theirs which their family members & society recognises and appreciates

said Mr. Yadvinder Singh Guleria, Senior Vice President-Sales & Marketing, Honda Motorcycle & Scooter India Pvt. Ltd,

When you raise your own collar, it may seem as a form of vanity. But when someone else raises it instead, it surely is a sign of appreciation. We found this to be an interesting symbol to associate with those riding Honda Shine, who are shining in their own little ways

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said Mr. Titus Upputuru, National Creative Director, Dentsu One.

“CB Shine has been a preference in the 125cc segment of motorcycles due to its quality, reliability and the pride of ownership. The brand comes with a strong equity and legacy and therefore it’s the cynosure of all eyes. The rider and his loved ones acknowledge and appreciate the ‘shine’ and that has been metaphorically portrayed in the brand campaign“, said Mr. Abhinav Kaushik, Senior Vice President, Account Management, Dentsu One.

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