The focus for the campaign stemmed from the insight that young Indian bikers are exhibitionists heart. They are passionately proud of their machines and love to show them off. Honda designed a program that enabled college students to exhibit their personal style through their biking skills, becoming local brand ambassadors with the chance of national stardom.
At selected colleges in 23 cities across the country, Honda staged biking competitions to find the best bikers on campus. Each competition produced ten winners who were given Honda CBF Stunners and branded biking gear as prizes. To go through to the next round, the winners had to communicate the core brand values of stylish safe biking.
One rider from each city went through to the competition's national semi-finals, held in Mumbai. After competing in a series of challenges to show off their fitness and biking skills, the final ten moved on to the All-India final, and the winner was crowned "Stunner of the Nation".
Radio, press, online and TV amplified every stage of the contest. City winners co-hosted radio programs in their home cities and the national competition was aired as a four-part show on a youth-oriented channel, with the overall winner acting as a host. To cap the promotion, a music video was created, which received widespread airplay and became a hit among the target audience.
As a result of the campaign over 100 000 test rides were achieved. There were 6500 entrants in the national contest.
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