Grey wins creative duties for Honda Dio

The agency won the creative duties following a multi-agency pitch that also witnessed participation from other agencies such as Contract Advertising and Dentsu Marcom.

Grey Group's Delhi office has won the creative duties of Honda Motorcycles' scooter Dio. The agency won the duties following a multi-agency pitch that witnessed participation from other agencies including Contract Advertising and Dentsu Marcom. Prior to this, Dentsu was the incumbent on the business.

This is the first time that the company has decided to go with an Indian agency, as globally, the brand is handled by Dentsu.

The news has been confirmed by senior officials at Grey, on grounds of anonymity.

In December 2011, the motorcycle company had called for a creative pitch for its scooter brand Dio, and its bike brand Honda CBR. While the company has finalised the agency for the scooter brand, the hunt for an agency for the bike brand is still on.

At the Delhi Auto Expo 2011, Honda Motors unveiled seven new two-wheelers that the company will launch across all motorcycle and scooter segments this year. The products include Dream Yuga, CBR 150R, 2012 model of CB Shine, 2012 model of CBR 250R, 2012 model of Dio, VT 1300CX, and new CBR 1000RR Fireblade. The new Honda Dio, which has a powerful 110 cc engine, which will replace the old 102 cc engine, is slated to hit the Indian market by next month. Dream Yuga will be launched in May 2012.