Ad Strat: The Hero in everyone

16 Jan,2012

Anil Nair, CEO and Managing Partner, Law & Kenneth

 

Name of the Campaign/Ad:

Hum Mein Hai Hero – Hero MotoCorp

 

The Brief:

To come up with a thought that will help Hero honda to transform and establish itself as Hero MotoCorp.

 

Research:

Our job was not only restricted to understand the two wheeler market but the people of India on a whole who could be our perspective target audience. Our focus was on the prevailing problems like corruption in India and how an Indian would overcome it.

 

The thought process behind the creative:

Since our hub was India, we saw a tremendous positive attitude amongst the people and we wanted to bring it out. Our focus was on the fact that there is a possibility and we all have a hero within us to overcome any hurdle and ‘self belief’ is the key factor in that.

 

[youtube width=”400″ height=”200″]http://www.youtube.com/watch?v=ulbchi7-N9c[/youtube]

Media vehicles chosen:

Complete 360 degree approach (TV, Print, Outdoor.,digital)

 

Key issues kept in mind while executing the ad:

Our motive was to not let it look like just an ordinary television commercial and at the same time we didn’t want to sound preachy. We wanted it to look realistic hence we used real people.

 

Does the treatment do justice to the brief?

Absolutely! Its spirit lies in the anthem.

 

What according to you is the differentiating factor about the campaign?

There are three differentiating factors:

The Idea

The Music

Realistic Visualisation

 

Market and client feedback:

Hero MotoCorp enjoyed a higher sales percentage and went ahead of Hero Honda. The client is ecstatic and extremely happy with the work.

 

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