By A Correspondent

L&K Saatchi & Saatchi has unveiled its latest campaign for two-wheeler brand Hero. The brief shared by the client was to build the technology credentials and establish Hero as an innovative company that is ahead of the technology curve.

The agency stumbled upon the insight that it’s the people behind the technology who make the technology come alive. And for breakthrough and futuristic technology, the people need to have a passion for technology that’s beyond the ordinary.

The campaign details how technology is prevalent from the smallest component like a nut to the designer who conceives futuristic bike concepts and shows how this spirit of zidd makes each of these elements significant. The TVC is a narrative about this zidd for each of these elements – the nut’s zidd to be unshakable, the engine’s zidd to amaze the world, the wheel which will shorten distances, the rider who will not be deterred with challenges, the engineer who will never give up and the designer who will design the unthinkable. Hero’s world doesn’t depend on hope, but on zidd, the obsession with technology which is making the future at Hero MotoCorp, a reality today.

Sanjeev Shukla, General Manager and Head – National Marketing, Hero MotoCorp said: “This campaign is the manifestation of Zidd – a spirit deeply integral to Hero. Zidd personifies the Hero in each one of us – the relentless pursuit of excellence and tireless striving towards perfection. Zidd is not a new concept nor is it a new discovery for us; it is inherent in every Hero and perpetually keeps our wheels in motion, and ahead of time. For us, Future indeed is Now.”

Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi commented, “The challenge was that even though this was meant to be a technology driven film, it couldn’t be cold and futurist. It had to be a Hero MotoCorp film. It had to have the Hero ethic, which is never emotionless.”