The Hero MotoCorp 'Hum Mein Hai Hero' song was one of the most popular advertising jingles of 2011, proof of which lay in the fact that many Youtube users created videos with it as a background track. This has now paved the way for the next stage of the campaign - asking consumers to generate content that will be aired as TV commercials.
Anil Dua, senior vice president - marketing and sales, Hero MotoCorp, explained, "Composed and sung by AR Rahman, the 'Hero' song was released to mark the launch of the new Hero. The song met with a great response, and was spontaneously used by many viewers to create their own versions. The thought for the new campaign has its genesis in this ownership displayed by the people. What if the content for the next film was created by people? What if every individual was given a chance to create a video that could be seen by others? The engagement program begins with a set of TVCs created by Hero, using everyday people singing along the Heroes song, inviting others to join in."
He added, "Along with an extensive TV campaign, the initiative is going live on social media. People are being invited to sing the Heroes song, shoot their video and upload it to heromotocorp.com and their video can become a part of the film. And one doesn’t have to be a great singer to be a part of the film, because you have AR Rahman singing for you. All people have to do is to sing and make it interesting and they may see themselves featuring in the film."
Rahul Nangia, chief creative officer, West and South, Law & Kenneth, said, "The user-generated content will find itself as a campaign on air. It's a bold experiment from our end, but the truth is the era where brands can talk to consumers about what they are is over - consumers will decide and shape the brands now. This is an attempt to make the consumer the centre of the entire communication process. What you see on air right now is the call for entry phase, which in a fortnight will change to the 'Billion voices' where consumers shoot videos of themselves which will be stitched together in an appropriate manner and then put on air."
Agency: Law & Kenneth
Creative: Rahul Nangia, Jonathan Dias
Client Servicing: Debarjyo Nandi, Siddharth Kunkunakar
Director & Editor: Shekhar Kamble
Production: Working-i Films; Producer Samir Tewari & Law&Kenneth Films, Producer - Umesh H Patel, Tejesh Waghmare
Post production: Avitel Post Studioz
Media agency: Maxus