HERO MOTO CORP:

HUM MEIN HAIN HERO

Campaign

Rashmi Meher 6
Amrita Tripathi 15
Apurva Kulkarni 19
Ruchir Gandhi 29
Ravi Khatpe - 31

Table of content

Brand name
Brand category
Campaign titles
Marketing challenges
Campaign objectives
Target audience
Consumer insight
Competition
Ad appeal
Goal achievement
Effectiveness of ad

BRAND NAME

Joint venture between

Hero Group (India) and
Honda Motor Company
(Japan) 1984
New brand identity and
logo by Wolff Olins
London based advertising
firm
Revealed on 9th August
2011 London, the day
before the thirdtest

Brand Logo

Red: reinvigorated identity exude

energy, passion and confidence
Black: touch of solidity, superior quality and
authority.
The symbol H connotes engineering, reflecting
Heros commitment to quality and
breakthrough innovation.
The word mark Hero represents human warmth
and Heros faith in the indomitable human
spirit.

Brand personality

Youthful
Performer
Courageous

Brand
category
Automobile
Two wheelers

Campaign title

Hum mein hain Hero

Agency: Law & Kenneth
Director: Anurag Kashyap and Robby
Grewal
CCO:Rahul Nangia

(the 1st ad)

Campaign objective

Stay connected to youth as a Hero

brand
Maintain a trustworthy image for Hero
Moto Corp amongst stakeholders

PHASES OF CAMPAIGN
1.
2.
3.

Phase-1: Release Of campaign

Phase 2: Online Campaigns
Phase3: Billion Voices

Marketing challenge

Shifting the brand identity from

HeroHonda to Hero Moto Corp
Distinguish from Hero Cycles
(Attach Hero cycle ad & desh ki
dhadkan ad)

Print ads

Print ads

Print ads

ONLINE CAMPAIGNS
Social
Advertisements

BILLION VOICES CAMPAIGN

Crowd sourcing marketing/ User

Generated Content
Commercial showing people from
different walks of life singing in the
spirit of Hum Mei Hai Hero
Cost of campaign Rs 15 cr
Attach Billion voices ad

Target audience

Youth Category
- from 18 to 40 years
Middle and Upper Middle income group

Consumer insight

Can do spirit
Big and small challenges that we
overcome everyday, without realizing
that we are doing something
extraordinary.

Competition

Primary
Two wheelers companies viz., Honda,
Bajaj and TVS

Secondary
- Low affordable car makers like Tata
Nano, Maruti Alto

Ad appeal

Emotional
Boosting the spirit of common man
Self belief
Redefining the Hero
Universal insight while tone Indian

GOAL ACHIEVEMENT

Hero Moto corp. achieved higher sales

17% Growth in the year 10-11
6,000,000

5,402,444
4,600,130

5,000,000

3,722,000
4,000,000 3,336,7563,337,142
3,000,000
2,000,000
1,000,000
0

06-07

07- 08

08-09

09-10

10-11

EFFECTIVENESS

Target Audience Engagement

Attention Getting
Broader appeal

Awards

For "Effective rebranding of a new

corporate entity" by CNBC Awaaz
Consumer Awards
Ranked No 1 brand in the Auto (TwoWheelers) category in the Brand Equity
"Most Trusted Brand" 2011 survey