Hero MotoCorp has launched a corporate ad film conceptualised by L & K Saatchi & Saatchi, which went on air on 9 August.
A narrative runs through the film accompanying the visuals, spelling out the story of ‘zidd’ (tenacity), which characterises Hero Motocorp. The instances featured include the tenacity of a nut to never budge, of an engine to shake things up, of a wheel to cover huge distances, of a rider to make a new path, of an engineer to build exactly what he had thought of, and that of a designer to create something that changes how people think. As a rider gets into gear, the voice over says that it is not hope, but zidd, that makes the world. The biker takes off as features of the bike are subtly communicated as supers. The voice over surmises that it is this zidd that is relentlessly trying to usher in the future today. The film ends with the message 'Future is now'.
Sanjeev Shukla, general manager and head - national marketing, Hero MotoCorp, said, "This campaign is the manifestation of zidd - a spirit deeply integral to Hero. Zidd personifies the Hero in each one of us - the relentless pursuit of excellence and tireless striving towards perfection. Zidd is not a new concept nor is it a new discovery for us; it is inherent in every Hero (bike) and perpetually keeps our wheels in motion, and ahead of time. For us, future indeed is now."
Rahul Nangia, chief creative officer, L&K Saatchi & Saatchi, said, “The challenge was that even though this was meant to be a technology-driven film, it couldn't be cold and futurist. It had to be a Hero MotoCorp film. It had to have the Hero ethic, which is never emotionless.”
Debarjyo Nandi, vice president, L&K Saatchi & Saatchi, added, “In the midst of technical terms being used by brands across categories to wow consumers, we chose to talk about the human aspect of technology instead, the people behind the technology and growth at Hero. ‘Zidd’ perfectly captures the spirit of everyone at Hero MotoCorp today.”
Credits
Client: Hero MotoCorp
Agency: L&K Saatchi & Saatchi
Creative team: Rahul Nangia, Ruchika Parab, Pritam Shettigar, Paritosh Lonkar, Shahid Shehzad
Account management: Debarjyo Nandi, Shazin Motorwala, Harsh Shroff
Agency films producer: Vijay Vigamal
Production house: Crazyfew Films
Director (film): Anupam Mishra
Producers: Urfi Kazmi, Viraj Gawas
Music director: Dhruv Ghanekar
Post production: After Studio
