Post the launch of its new identity on 9 August, Hero MotoCorp is spreading the word about it with a new campaign created by Law & Kenneth. The campaign began on Independence Day with a 120-second film, featuring a theme song called ‘Hum Mein Hai Hero’ (which is also the new baseline), composed and sung by AR Rahman.
Talking about the overall positioning of the brand, Anil Nair, chief executive officer and managing partner, Law & Kenneth, said, “Hero MotoCorp is all set to become the first Indian global brand. It will represent the Indian spirit and drive, across the world. The communication brings to life the global positioning of ‘Indian Catapult’, mirroring the potential that every Indian holds within himself.”
The film, produced by Red Ice and directed by Anurag Kashyap, depicts the stories of individuals who realise that the “Hero” lies within them. Some of the moments shown in the film feature a young gymnast representing India at an international tournament, a young dancer about to compete in a reality show, and a man determined to climb to the top of a fort inspite of his exhaustion.
Saying that the communication is based on an emotion rather than a product proposition, Rahul Nangia, creative director, Law & Kenneth, added, “We wanted to keep the insight universal, but the tone very Indian. It is about big and small challenges that we overcome every day, without even realising that we are doing something extraordinary.”
The campaign will run in all languages, across all TV channels, leading newspapers and outdoor. It will also be extended to interactive media and will eventually involve user-generated content as well. The song and video are available for download using a QR code released in various dailies.
Client: Hero MotoCorp
Agency: Law & Kenneth
Creative team: Rahul Nangia, Pritam Shettigar, Jonathan Dias, Divakar Shetty, Viren Saigaokar, Tanvi Pradhan, Biraja Biswal, Shahid Shehzad, Akriti Goel
Client servicing team: Sanjiv Gauba, Debarjyo Nandi, Ashish Chattoraj
Films department: Umesh Patel, Tejesh
Production house: Red Ice Productions
Director: Anurag Kashyap and Robby Grewal
Producer: Gary Grewal and Darshan Gokani
Line Producer: Gurmeet Sodhi
Assistant director: Siva R
DOP: Amithabha Singh, Rajeev Ravi and Arvind K
Editor: Shweta Venkat
Costumes: Neepa S