Hero MotoCorp Ltd has unveiled its new brand campaign which breaks across channels on August 15, 2011. The objective of the brand campaign is to inspire, unite and celebrate the spirit of the hero within every Indian. It is this spirit that drives the nation despite the hundreds of challenges that we face. The baseline ‘Hum mein hai hero’ is the perfect encapsulation of the idea.
The new Brand Hero epitomizes continuity and change in equal measure. While its fundamental values and enduring beliefs ensure continuity, the new proposition and identity also signal change. The new logo stands for the new face of India – that youthful energy and ‘can do’ spirit. It is in true sense the "Indian Catapult" which signals that while it is deeply rooted in Indian values, it is also poised to go for global expansion - a Leap of Faith.
With the new campaign Hero MotoCorp hopes to be a brand that is loved and owned by every Indian. The big dream is to be the first Indian Nation Brand.
The TVC, conceptualised by Law & Kenneth and executed by Anurag Kashyap, tries to capture human stories of self belief , big and small. The TVC takes the format of an anthem for the new Indian composed by the maestro AR Rahman himself.Its a 2 minute song which has many stories within.
The campaign gets launched on 15th August and is scheduled for 100 days for the 1st phase. Its a huge multimedia campaign covering every medium and hopes become a truly interactive movement by the end of 100 days. The campaign will cover 9 Indian languages and will run simultaneously across the country.
Agency: Law & Kenneth India
Creative director: Rahul Nangia
Director: Anurag Kashyap & Robby Grewal
Producer: Gary Grewal & Darshan Gokani (RED ICE PRODUCTIONS)
DOP: Amithabha Singh, Rajeev Ravi & Arvind K
Editor: Shweta Venkat