After cricket, Hero Honda plans to leverage its brand through films, music and television. Hero Honda will be visible in a Bollywood movie Aap Mujhe Achhe Lagne Lage featuring Hrithik Roshan and Amisha Patel. According to company this endeavour will help the company to connect with its target audience.
Apart from in-film advertising, Hero Honda has also been sponsoring several entertainment-related awards including the Indian television academy awards, the Stardust awards, the Cinema Express awards, the Bengali Film Journalists award etc. The company has signed a three-year contract for all these events.
The company will also be releasing an ad-film early next year featuring its brand ambassadors Hrithik Roshan and Saurav Ganguly together.
The company has not increased its annual marketing budget and is below two per cent of the annual turnover.
In order to promote its brand in the rural market, Hero Honda has recently launched a marketing initiative in towns with a population of less than 50,000 in Uttar Pradesh. The initiative involves a mobile showroom and workshop. The company will concentrate mainly on promoting Splendor and Joy. With these initiatives, Hero Honda is targeting sales of 1.3 million two-wheelers this fiscal.