Splendor NXG: Selling The Dad's Bike to The Young Dude
Shubhrojyoti Roy, Siddhant Lahiri and Pinaki Bhattacharya
Brand owner: Hero MotoCorp Pvt. Ltd
Agency: JWT Delhi (India)
Brand: Splendor NXG
Channels used: Branded content, Events and experiential, Games and competitions, Internet - microsites, widgets, Magazines - consumer, Newspapers, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Radio, Social media, Sponsorship - media, Television
Media budget: 1 - 3 million
India's most trusted heritage motorcycle brand, Splendor, was considered by the young Indian male to be a 'middle-aged family man's bike', thereby losing any connection with India's largest consumer group – youth. So Hero had launched a more stylish, modified variant, Splendor NXG, hoping that it would appeal to the young; but even this new variant had failed to come out of the mother brand's shadow. So in a sea of competitors offering stylish, feature-loaded bikes, Splendor NXG decided to rise above 'selling features' and not just chase 'cool'. Instead, the brand chose to claim the emotional high ground by associating with an important pivot in the youth's life – friendship. Splendor NXG was positioned as a bike that was not in the business of commuting, but was in the business of helping friends have a great time together – thus it became 'The Friendship Bike'. The results spoke for themselves; The Friendship Bike campaign achieved 387% growth for the brand Splendor NXG, tripled its market share and won back the love of young bikers.