Hero MotoCorp awards 'Mileage' campaign to Lowe Lintas
Hero MotoCorp has also initiated a multi-agency pitch in Delhi for the 'Impulse' business, inform people familiar with the development
Published - Jul 29, 2013 8:29 AM Updated: Jul 29, 2013 8:29 AM
Two-wheeler major Hero MotoCorp has expanded its agency roster by including Lowe Lintas. Highly placed sources have confirmed this significant development to exchange4media.
Recently, Hero MotoCorp called for a multi-agency pitch for the ‘Mileage’ campaign, which comes under its corporate activity. It’s been confirmed that the campaign has been awarded to Lowe Lintas – the first time entrant into the pitch process.
More than the campaign win, it is an entry for Lowe Lintas into the Hero MotoCorp business, which might open up several avenues in future.
Also, people familiar with the development have informed that Hero MotoCorp has initiated a multi-agency pitch in Delhi for the ‘Impulse’ business. The incumbent agency for ‘Impulse’ is JWT Delhi. Launched in 2011 as the dual 150cc bike that can be used for both, daily commuting as well as off-road adventure, Impulse was the first bike that was sold under Hero and not Hero Honda brand.
Hero MotoCorp’s agency list includes JWT, DraftFCB Ulka, Law & Kenneth and Percept, wherein JWT works on brands such as Glamour, Karizma ZMR, Splendor range and Xtreme; DraftFCB Ulka handles brands such as Maestro, Pleasure, Ignitor and Achiever; Percept/H handles the Passion Pro and X-Pro business.
Hero MotoCorp parked its corporate business with Law & Kenneth in 2011. The brand unveiled the emotionally gripping communication announcing the launch of the new brand ‘Hero’ and giving the nation a new chant of self belief – ‘Hum mein hai Hero.’
In 2012, DraftFCB Ulka created an action-packed campaign showcasing Ranbir Kapoor for the first time in a film for Hero, and his first ever performance in the role of an action hero. Celebrating Hero in a new avatar, the film was all about ‘Unleashing the Hero within’ and an extension of the ‘Hum mein hai Hero’ campaign, personified through the youth icon.
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