Honda Motorcycle and Scooter India (HMSI), a two-wheeler manufacturer, has set up a "floating store" in the state ahead of Onam, the most important festival in Kerala. The first-of-its-kind outdoor advertising campaign has been set up in Kerala's backwaters. HMSI wants to take Activa beyond local boundaries and to remote areas of the state with the help of the campaign.
The floating showroom, which is effectively a showroom inside a boat, will travel for seven days ahead of Onam, leaving from Arookutty and stopping at over 15 places before mooring at Alleppey's coastline. The outdoor advertising campaign, created by Tribes Communication, also honors Kerala's backwaters as its flowing transit system.
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For the locals, HMSI also provides enticing financing alternatives and attractive incentives for its two-wheelers. The business is now the first in the nation to use such a novel advertising strategy. “We wanted to create an experience for our local audience and narrate a story that would be relatable to them. Through the floating showroom activation, we are delighted that our connection with our consumers has grown stronger," said Atsushi Ogata, Managing Director, President & CEO, of HMSI.
According to HMSI, the outdoor marketing campaign saw a rise in brand-related inquiries of 33% overall and a surge of 41% in online and offline retail shop inquiries. “Through the floating showroom activation, we wanted to create an unprecedented experience for the audience. We are glad to have generated a huge impact on the queries from the customers," said Gour Gupta, Managing Director, of Tribes Communication.
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Separately, the business announced that its total sales in September increased by 7.6% to 5,18,559 units from the 4,81,908 units it sold in the corresponding month last year. The company's domestic sales increased by 5.44 percent to 4,88,924 units from 4,63,683 units in the same time last year. Additionally, the company's exports increased from 18,225 units in the same month last year to 29,635 units this month.