Hero Splendor: When a motorcycle became a family member

Siddhant Lahiri, Shubhrojyoti Roy and Pinaki Bhattacharya

Campaign details

Brand owner: Hore Motocorp
Agency: JWT
Brand: Hero Splendor
Country: India
Channels used: Cinema, Magazines – consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Social media, Sponsorship – media, Television
Media 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 pot shots at the Splendor rider. At the same time, doubts were being raised on whether Splendor's quality would remain the same after Hero split from Honda (the erstwhile Hero Honda). Splendor's sales were under pressure – and required a quick turnaround.