The Campaign

Hero Motocorp had parted ways with its longtime partner Honda in the Indian market. It needed to make sure that the equity and consumer trust built up over the years remained intact. Though the country was growing, and had weathered the recession better than most, many Indians felt doubtful and less than confident about their future. What they sought was inspiration – a unifying call that gave them hope and belief. Hero did exactly this by telling the consumer - ‘Hum mein hai Hero’ (there’s a hero in each one of us). It reaffirmed and celebrated the self belief, that despite obstacles and circumstances everyone had the potential to rise, and be a hero.

Success of the Campaign

The campaign effectively launched the new entity – Hero Motocorp, ensuring high awareness levels and strong positive associations with the brand. (TNS Brand Track Research, quarterly report Dec ’11). Consumers continued to trust the brand, as was evident by the 20% rise in sales in the quarter following the brand launch. The Hero anthem became viral with over 8 Lakh views on Youtube, and more than 1 lakh fans on Facebook engaged with the brand. The corporate website and campaign microsite received about 2.7 million page visits, and the Billion Voices campaign received over 5,000 entries from across the country (source: client data).

Describe how the campaign/entry was launched and executed across each channel in the order of implementation.

The campaign was launched with the anthem 'Hum mein hai hero', on 15th August, India’s Independence Day. The anthem celebrated the triumphs of everyday life and everyday heroes. This was followed up with an engagement program that involved getting consumers to sing and play the anthem, make it their own. If they uploaded a video of themselves performing it, they could feature in the next set of commercials for the brand, which would be completely crowdsourced – something no brand had attempted before. The engagement was carried out on ground and through social media, encouraging consumers to send in videos, and creating conversation around the brand.