After roping in Indian captain Sourav Ganguly as its brand ambassador, two-wheeler company Hero Honda has signed on four more cricket stars— Virendra Sehwag, Mohammad Kaif, Yuvraj Singh and Zaheer Khan—to promote its brand.
The four players will join Sourav to form the Hero Honda ‘Team Ambition’— which will be projected as ‘a team with a lethal performance combination of power, speed, efficiency and style.’ This will be used strategically in all its marketing and promotional plans.
Announcing the formation of Hero Honda ‘Team Ambition’, Hero Honda Motors Ltd managing director Pawan Munjal said,‘‘Team Ambition has many similarities in personality with Hero Honda, such as ‘Splendor of Performance’, ‘Passion to Excel’ and ‘Ambition to Win’, signifying their respective desires to ‘Lead the Way.’ ’’
In their role as brand ambassadors the team would star in the company’s soon-to-be-aired commercials. Through the advertisements, Hero Honda hopes to communicate the brand identity to its customers in a language and appeal that is well identified and comprehended. It will also use them to guide its future sports promotion plans. They would provide coaching and guidance to budding talent and support cricket projects undertaken by Hero Honda both in India and abroad.
As part of the association, the Hero Honda logo will also find a place on the bats to be used by Yuvraj Singh and Zaheer Khan in forthcoming cricket events. Sourav Ganguly already sports a Hero Honda bat .
Hero Honda’s association with cricket goes back to 1993 when it sponsored the Hero Cup. Since then, it has sponsored ICC World Cup 1999, the India-England Test series (2001), the India-England women’s one-day series (2002) and the recently-concluded ICC Champion’s Trophy in Sri Lanka.