In India, every individual is the HERO. The nation builder.

Aug 15, 2011 | Sandhya Srinivasan | Country Brand, David & Goliath of Marketing

Rings true with most I am sure. And that’s the simplicity of the approach in the new television commercial created for Hero MotoCorp. The launch timing of August 15th is also a reminder of the historic day when we (India) became 100% Indian. In mind, body & spirit. No different from the split of Hero from Honda, to build an independent identity that smells of a bold Indian flavour.

The new logo stands for the new face of India – that youthful energy and ‘can do’ spirit. It is in true sense the “Indian Catapult” which signals that while it is deeply rooted in Indian values, it is also poised to go for global expansion – a Leap of Faith.

“It is not just a change of name, it marks the ushering in of a new era that will unlock the immense potential of this company to build its own capabilities to grow beyond boundaries and set new benchmarks,” Hero MotoCorp Chairman Brijmohan Lall had said on 29 July ‘11.

Rahul Nangia, creative director at Law & Kenneth, says, “We clearly did not want to launch Hero MotoCorp with a TVC that was about the manufacturer. The Indian promoters of Hero Honda had evolved in terms of their knowledge, technology and knowhow to the extent that they could now stand on their own and challenge the best in the world; this, itself, is an act of heroism.

But we wanted to tell the story through consumers, through day-to-day heroes. The thought that every individual has a hero inside him or her is what we sought to bring out.”

Anil S Nair, CEO, Law & Kenneth further adds, “The insight for this campaign came from two sources:

a) What Hero and Munjals were doing   (breaking away from Honda) was the epitome of self belief. The belief that they were good enough not just for India but for the world.

b) In addition, the state of the nation formed another insight point. Despite the policy failures and hundreds of things going wrong around us, Indians are making a mark in the world on many fronts. A desire to win is the driving force for Indians now. So it was a simple step for us to encapsulate that in an idea called there is a hero within every one of us.”

HERO MOTOCORP LAUNCH:

Personally, I think it is one of the simplest & most honest stories told. Devoid of the gloss that defines corporate brand advertising or just the communication industry on the whole. You either like it or adore it. And you can’t disagree that we are like this only. Vive le India!!