HMSI shifts focus from aggression to style in CB Shine SP ad campaign

Honda CB Shine contributes to 55% of Honda's motorcycle sales

In its bid to gain ground in the motorcycle segment within the domestic two-wheeler market — where Hero MotoCorp leads the race — Honda Motorcycle and Scooter India (HMSI) has launched a range of products in recent years to cater to all kinds of consumers. And its new television commercial (TVC) for HMSI’s CB Shine SP bike suggests motorcycle advertisements have to break away from the traditional imagery that inspire machismo and focus sharply on messaging that appeals to new target audiences.

In the new campaign, “Effortless Style”, the advertisement shows a young couple riding on the bike as a