Mumbai: Honda Motorcycle & Scooter India (HMSI) has unveiled a special film to encapsulate the emotions of millions of Indians as the country gets back on its feet while navigating through the pandemic.

Conceptualised by Taproot Dentsu, an ad film titled ‘India Ke Do Pahiye' celebrates the ‘Never Give Up’ spirit of Indians as they gear up to return and resume their routines –with a spoonful of courage, renewed hope, and confidence. 

“As we look at our country and how it is getting back into shape, we felt that actually all of us are contributing towards it by being the two wheels of India. Each one of us is doing our bit to get India back on its feet,” said Taproot Dentsu creative head Titus Upputuru, who is also credited for the lyrics of the creative.

“This campaign is a salute to the relentless spirit of India and only a leader brand like Activa can do this kind of salutation. The brief was to capture this spirit & movement of India bouncing back,” stated Upputuru. “Activa has been around for two decades & having by far the best visibility across length & breadth of the country. Activa is synonymous with the two wheels moving India."

“The campaign emphasises upon India’s diversity, equality & inclusivity in taking the nation forward amidst the challenges of the new normal post-pandemic," said Honda Motorcycle & Scooter India director, sales & marketing, Yadvinder Singh Guleria. "Ushering in the wave of positivity, the film showcases how each one of us in our own capacity, represents the resilience, determination, and dedication with which our country is emerging stronger."

Directed by Arun Francis and produced by Murali Govindan, the aim of the film is to motivate Indians to become the two wheels of the nation and move the country forward. 

“This was a sort of catharsis for the agency and much beyond a brief. The approach was ‘Simply to Amplify’ as Activa is loved by multiple generations of consumers across India and it was only fitting that a brand of Activa’s stature talked about how India and Indians are making a comeback after the most difficult times," commented Taproot Dentsu office head Abhinav Kaushik. "The spirit of humanity to rise from a crisis and the spirit of every Indian to stride positively has been beautifully captured in the ‘India Ke Do Pahiye’ concept."