Top Story


Home >> Advertising >> Article

Hero Honda, Pepsi join hands to tap youth segment

Font Size   16
Hero Honda, Pepsi join hands to tap youth segment

It’s time for the corporate bigwigs to tap young India, as Hero Honda and Pepsi join hands to launch a nationwide competition, ‘Campus Icons’ – aimed at increasing brand association with the youth. The competition is all about encouraging amateur music bands at college level.

DNA Networks would organise the event in 15 cities across the country over six months –starting from the middle of this year. And, the winners would get an opportunity to perform alongside an international artist.

According to a DNA official, regional events would kick off in August 2004 in Bangalore, Chennai and Hyderabad. Kolkata and Shillong in the East, while Indore, Delhi and Chandigarh in the North and Pune, Mumbai and Ahmedabad in the West, will follow the trail. “We shall select nine episodes covering the competition for television broadcast,” the official said.

“Pepsi is synonymous with youth and music. We have always incorporated a strong music component, using this image to enhance the brand-connect with the youth,” said Shashi Kalathil, Executive Director (Marketing), Pepsi Foods. “Our involvement with Campus Icons brings the brand and music together at the biggest of youth hangouts – the campus,” he observed.

When contacted, Kalathil told “On one hand, Hero Honda is ‘Desh Ki Dhadkan’ and where Pepsi is concerned, ‘Yeh Dil Maange More.’ — that’s the spirit with which we’d like to take things forward.”

As the cola major is wooing the youth by associating the brand, the two-wheeler giant has come up with an array of youth-attracting product line, comprising Passion, Ambition, CBZ and Karizma. “We designed our products to reflect a youth’s aspiration and they are modelled based on his needs and desires,” Atul Sobti, Senior Vice-President (Marketing and Sales), Hero Honda Motors, was quoted in an official release from DNA.

Discussing the business in February 2004, a senior Hero Honda official told exchange4media that the company sold nearly 1,00,000 units of Splendor and about 50,000 each of Passion and CD-Dawn motorcycles.


Siddharth Kumar Tewary, Founder, Chief Creative, One Life Studios and Swastik Productions, on owning the IP on his most ambitious project 'Porus,' the risk of recovering its cost and his distribution strategy

Webscale plans to build the brand around smooth operations for the e-commerce sector and then move on to demand generation

Shriya Ghate, Business Head, Tinkle, spills the beans on the company's vision for its special line of merchandise launched to celebrate its 37th anniversary, its pricing, marketing strategies, and more

Vivek Patni, Director of Wonder Cement, on the current marketing strategies and challenges that brand owners face

Luis Fonsi, Rita Ora, Jain of Makeba fame , Dimitri Vegas, Jason Derulo, Charly Black and Dasu, J Balvin, Parineeti Chopra, Tiger & Jackie Shroff speak exclusively to the radio channel

The Film-Maker, as the host of ‘Calling Karan’, Will Be Just A Phone Call Away From Listeners Seeking Advice On Love & Relationship

The group aims to double its FMCG turnover to Rs. 1,000 crore over four years.