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 exchange4media.com: “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.