Dentsu Marcom rides away with Honda's bike brand CBR

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | February 03, 2012
Honda called for a pitch for CBR and Dio in December 2011. Dio was awarded to Grey, while CBR was retained by Dentsu Marcom.

Following a multi-agency pitch, called in December 2011 for its two brands CBR and Dio, Honda Motorcycles awarded the Dio business to Grey, while it retained Dentsu Marcom for CBR.


While afaqs! reported on the movement of the Dio account a week ago, the news on CBR came in recently. Sources close to the development have confirmed the news to afaqs! on conditions of anonymity.

At the Delhi Auto Expo 2011, Honda Motorcycles unveiled seven new two-wheelers that it plans to launch across all segments this year, including motorcycles and scooters. The products include Dream Yuga, CBR 150R, 2012/02// model of CB Shine, 2012/02// model of CBR 250R, 2012/02// model of Dio, VT 1300CX, and the new CBR 1000RR Fireblade.

The CBR range of bikes will be handled by Dentsu Marcom, while the company is yet to call for a pitch for Dream Yuga.

The Japan-based Honda Motor Company has three business divisions -- two-wheelers, four-wheelers and power products -- in India. While its two-wheelers division operates in India under Honda Motorcycle and Scooter India (HMSI), Honda Siel Cars India (HSCI) manufactures four-wheelers, and Honda Siel Power Products (HSPP) manufactures the company's range of power products.

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