Honda launches on-ground campaign for CBF Stunner 10

Sumedha Srivastav - Televisionpoint.com | Mumbai
CBF Stunner 10, a reality series marketed creatively by Honda Motorcycle and Scooter India (HMSI), will showcase the journey to stardom of 23 aspiring men with their mean machines.

HMSI was looking to reach out to the youth across several cities for its new bike CBF Stunner. The company initiated a six-phase on-ground campaign, mixing the power of radio and television with a socially relevant message.

The campaign was executed by Mirchi Activation in 22 cities and Big Reach in Chandigarh. UTV Bindass TV was roped in for showcasing the VJ talent, the channel will launch the show on January 23, at 8 pm.

Zarina Mehta, CEO, Bindass, says, "At Bindass, it has been our endeavor to conceptualize shows with innovative concepts to deliver a wow factor to the audience. We believe that there is a winner in each one of us and that is exactly what Stunner 10 will enable its contestants and viewers to explore."

N. K. Rattan, head, sales and marketing, Honda Motorcycle & Scooter India, says, "The CBF Stunner 10 event has generated great enthusiasm and the CBF Stunner bike, since its launch in June 08, has already become popular among the country's youth due to its style and sporty quotient yet at affordable price. We are spreading road safety message by conducting safety riding training in various colleges to make youngsters a good rider on road."

In the phase I, registrations for participation were invited at the top five colleges in each city; 25 candidates were short-listed from each college. In the phase II, ten candidates were selected from each city. Participants were judged on safe riding skills and personality match with the brand.

In the Phase III, finalists of each city were given grooming lessons on communication skills, style and overall personality. A photo shoot was done and each finalist received a CBF bike, complete with riding gear, for the next 20 days.

Phase IV saw the finalists driving their bikes to youth hangouts such as malls, colleges, cafes, etc. They had to interact with the public, promoting the bike and gear and discussing safe riding skills. They also appealed for votes from the public to help them win the contest. Votes were collected through spot polls, SMS's and a website set up in association with Indiatimes.com.

In Phase V, a city finale was held at a central location in each city, with dance performances and fashion shows featuring the 10 Stunners. There was a Q&A round, judged locally, through which the Stunner of the City was chosen. He was then awarded a bike, a chance to be on radio and shoot a music video with the other 22 city Stunners.

The final Phase VI, which is currently on, will see an audition in Mumbai. All the city Stunners will go through this, besides various tests and challenges. The Ultimate Stunner chosen will be given a chance to become a VJ on Bindass TV.

In the TV series, Shibani Kashyap, Suresh Menon, Sheetal Malhar, Leena Mogre, Sandeep Soparkarr, Alicia Raut, Achala Sachdev, Sherylin Chopra, Dilshad Pastakia, Subi Samuel will don the judge's hat and Shruti Seth will anchor the show.