Hero Splendor: When a motorcycle became a family member
Siddhant Lahiri, Shubhrojyoti Roy and Pinaki Bhattacharya
Brand owner: Hore Motocorp
Brand: Hero Splendor
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
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.