Hero Splendor: When a motorcycle became a family member

This case study describes how MotoCorp repositioned Splendor, the motorcycle brand, in the Indian market.

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...

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