Hero Splendor: When a motorcycle became a family member
Siddhant Lahiri, Shubhrojyoti Roy and Pinaki Bhattacharya
Campaign details
Brand owner: Hore MotocorpAgency: JWTBrand: Hero SplendorCountry: IndiaChannels used: Cinema, Magazines – consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Social media, Sponsorship – media, TelevisionMedia budget: 3 – 5 million
Executive summary
Hero MotoCorp's Splendor, the biggest-selling bike in the world, is the ubiquitous Indian middle-class commuter's motorcycle. However, in the recent past several competitors began attacking it directly – they offered more features and fully loaded products, and also took...