Results and Effectiveness

1. 53 million people were reached through Hero Honda FIH World Cup Hockey. 2. Supporters filled the stadium and millions watched on TV. Average rating of matches was 1.5, unheard of in the history of Indian Hockey. 3. Facebook communities sprang up to support Hockey with over 10000 posts 4. The campaign encouraged advertisers to partner with the National Sport translating in significant financial support to the sport. 5. 4.4 million search queries in Google search for February-March 2010 (Source : Google Analytics) 6. First time ever an advertiser created a high voltage integrated campaign to support another brand-Indian hockey

Creative Execution

Hero Honda decided to re-instate Indian Hockey to its erstwhile glorious position. The answer didn’t lie in sponsoring the event, which it did. The need of the hour was the support of India. Hero Honda had to unite the entire country to protect and re-build the glorious heritage of Indian Hockey. First time ever an advertiser created a high voltage integrated campaign to rejuvenate another brand ‘Indian Hockey’. The impact was created through a very emotional and passionate anthem, “PHIR DIL DO HOCKEY KO” (Fall in love with hockey again). The anthem became a rage picked up by the media and lapped up by people. Hero Honda roped in powerful and influential brand ambassadors to urge India to support hockey. Exemplifying its true Indian character, the brand Hero Honda took a back seat and became the facilitator to achieve a bigger goal – the glory and pride of a nation.

Insights, Strategy and the Idea

Hockey is India’s National Sport. Only sport where she has won 8 Olympic Golds. However, over the years its support base has dwindled. Hockey once captivated the imagination of an entire nation but now was being played in empty stadia. Poor performances of Indian Hockey further added to the woe. Cricket’s ascendance has coincided with the demise of India hockey Advertisers are happy to shell out huge investments for a small share of the huge and lucrative cricket pie while hockey had lost its commercial viability for Corporate India. FIH World Cup was scheduled to be held in India in February-March 2010.There was no excitement in India. This meant the end of the golden heritage of Indian hockey, if the support of India was not forthcoming. Hero Honda, among the most trusted brands in India and the 4th largest spender on cricket, took on the mantle to reinstate Indian hockey.