With an ambition to sell 12 million two-wheelers by the year 2020, Hero MotoCorp has embarked upon an extensive advertising campaign with its latest TVC ‘Zidd.’ A statement from the company said that the ad reiterates the its “obsession with progress and excellence in technology and highlights the brand’s commitment to improve consumers’ lives.” The communication also stated that “L&K Saatchi & Saatchi, through the campaign, aim to build the company’s technology credentials and establish Hero as an innovative company that is ahead of the technology curve.”
The commercial spells out the story of ‘zidd’ (obsession), which characterises Hero Motocorp. So one sees an obsessive nut that refuses to budge, an engine obsessed with shaking things up, of a wheel intent on covering huge distances, of a rider bent on making a new path, of an engineer obsessed about building exactly what he had thought of, and that of a designer driven to create something that changes how people think. As a rider gets into gear, the voice over says that it is not hope, but ‘zidd’, that makes the world. The biker takes off, as features of the bike are subtly communicated as supers. The voice over surmises that it is this ‘zidd’ that is relentlessly trying to usher in the future today. The film ends with the message 'Future is now'.
Watch the video here:
Sanjeev Shukla, General Manager and Head - National Marketing, Hero MotoCorp, said, “This campaign is the manifestation of zidd - a spirit deeply integral to Hero. Zidd personifies the Hero in each one of us - the relentless pursuit of excellence and tireless striving towards perfection. Zidd is not a new concept nor is it a new discovery for us; it is inherent in every Hero (bike) and perpetually keeps our wheels in motion, and ahead of time. For us, future indeed is now.”
Rahul Nangia, chief creative officer, L&K Saatchi & Saatchi, said, “The challenge was that even though this was meant to be a technology-driven film, it couldn't be cold and futurist. It had to be a Hero MotoCorp film. It had to have the Hero ethic, which is never emotionless.”
“In the midst of technical terms being used by brands across categories to wow consumers, we chose to talk about the human aspect of technology instead, the people behind the technology and growth at Hero. ‘Zidd’ perfectly captures the spirit of everyone at Hero MotoCorp today,” said Debarjyo Nandi, Vice President, L&K Saatchi & Saatchi.
Nilanjan Dasgupta, Executive Creative Director, Kolkata and Chennai, Rediffusion Y&R, said, “What started off as an interesting philosophy for a bike manufacturer ends up in a hardcore product demonstration. Could have been a lot more interesting and engaging had it been about the rider and not the manufacturer.”
Godwin Martin, Creative Director at DDB Mudra-North, agrees. “A core idea like 'Zidd' is beautiful. Although, the examples could have come from outside the category.”
The country's largest two-wheeler maker recently reported a 21.43 per cent jump in its total sales at 5,58,609 units in August 2014.
It had sold 4,59,996 units in the same month last year, Hero MotoCorp said in a BSE filing.
Our typical marketing budget is usually 10 per cent of the topline spend