JWT Delhi has been assigned the creative business for the Hero Honda CBZ following a multi-agency pitch involving PerceptH and FCB-Ulka, besides JWT. According to industry sources, the account size has been pegged upwards of Rs 10 crore. It may be recalled that Hero Honda had planned to revamp its high performance bike CBZ, which was discontinued in September 2005 due to low demand.
The pitch for the account was called two months back.
JWT already handles other Hero Honda bikes like Achiever, CD Dawn, CD Deluxe, Karizma, Super Splendor and Glamour, and now it has added CBZ to its kitty.
Incidentally, Hero Honda’s new 100 cc scooter brand, Pleasure, is handled by FCB-Ulka.
The CBZ was originally launched in 1999 in India and had initially done well. However, the runaway success of the Bajaj Pulsar ate away into its market share and Hero Honda had to discontinue its production since September 2005. It did relaunch the CBZ Star with some cosmetic changes, but that failed to turn around the bike’s fortunes.
The automobile major now plans to launch eight new models in 2006, including a revamped version of the CBZ. According to sources close to the development, the revamped CBZ is slated for launch in a month’s time.