Find the hero within you, says Hero MotoCorp

Hero MotoCorp announced their new avatar through a campaign which hit media, strategically, on the anniversary of India’s Independence Day.

“It is not just a change of name, it marks the ushering in of a new era that will unlock the immense potential of this company to build its own capabilities to grow beyond boundaries and set new benchmarks,” Hero MotoCorp Chairman Brijmohan Lall had said on 29 July when formally announcing the end of relationship with Honda.

Soon after the name change, Hero MotoCorp revealed their new logo and corporate identity and now it’s time for a campaign to communicate what it believes in. The campaign, conceived by Law & Kenneth, comprises a 120 sec TVC and full page print ads, incorporating the new tagline for Hero: Hum mein hai Hero. 

More from Business

Hyundai India’s Rs 27,870 crore IPO oversubscribed by 2.28X, largely driven by institutional investors How Indian fintech startups are driving Malaysia’s UPI-like digital payments revolution

The TVC is directed by Anurag Kashyap and Robby Grewal and produced by Red Ice Productions and features music and the ’title’ track by A R Rahman.

What prompted them to take this route of highlighting individual acts of heroism? Rahul Nangia, creative director of Law & Kenneth, says, “We clearly did not want to launch Hero MotoCorp with a TVC that was about the manufacturer. The Indian promoters of Hero Honda had evolved in terms of their knowledge, technology and knowhow to the extent that they could now stand on their own and challenge the best in the world; this, itself, is an act of heroism. But we wanted to tell the story through consumers, through day to day heroes. The thought that every individual has a hero inside him or her is what we sought to bring out.”

Take a look at the TVC:

Added Anil S Nair, CEO, Law & Kenneth, “The insight for this campaign came from two sources a) what Hero and Munjals were doing( breaking away from Honda) was the epitome of self belief. The belief that they were good enough not just for India but for the world. In addition, the state of the nation formed another insight point. Despite the policy failures and hundreds of things going wrong around us, Indians are making a mark in the world on many fronts. A desire to win is the driving force for Indians now. So it was a simple step for us to encapsulate that in an idea called “there is a hero within every one of us”. 

Impact Shorts

More Shorts

Tata Harrier EV vs Mahindra XEV 9e: Design and road presence compared

As Trump weaponises tariff, Fed sees a bigger worry: Not jobs, but rising prices in America

Why did they choose Anurag Kashyap to direct the TVC? “We were looking for someone who can help us tell the human story without making it feel like a commercial. Anurag Kashyap became the automatic choice. The sense of honesty and realism in his cinema gave us the confidence that he could bring this thought alive.”

We’ll see a lot more from Hero. “The campaign has a big social media play. We plan to make this campaign truly interactive by inviting people to contribute their own ‘hero’ stories and bring them to life. Our hope is to inspire and unite people of India to believe in themselves and achieve their full potential,” said Nair.