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IN FOCUS
Hero steps out with its
new identity
By Shweta Ramsay
Hero Honda Motors announced its divorce with Honda
on July 29, revamping its name to Hero MotoCorp Ltd. A
global star studded event was organised in London on Aug.
9 at the O2 Arena to establish the company’s stepping out
onto a global platform. The event also marked the unveiling
of the company’s plans for future growth through cuttingedge
technology, next-generation product line-up, strategy
for global expansion and innovative marketing initiatives.
Amidst dealers, employees and other associates gathered
at the venue in London on the banks of river Thames, the
company’s much-awaited new global brand identity was
unveiled by Dr. Brijmohan Lall, Chairman, and Pawan
Munjal, Managing Director and CEO of Hero.
Wolff Olins, a London-based firm and part of the Omnicom
group, was the agency roped in by Hero to devise the new
positioning, group architecture and identity of the new Hero
brand.
4 September 2011, EXPERIENTIAL MARKETING 36
A New Beginning
Talking about the revamping
of the brand identity, Munjal
said: “The new brand, Hero,
epitomizes continuity and
change in equal measure.
While its fundamental values
and enduring beliefs ensure
continuity, the new proposition
and identity also signal
change. The new logo stands for the new face of India,
the youthful energy and can do spirit. It is in true sense the
Indian catapult, which signals that while it is deeply rooted
in Indian values, it is also poised to go for global expansion
- a Leap of Faith.”
Lall sees this as a new beginning that is filled with a lot of
promise and will now strive to replicate the performance
achieved over the past 25 years on the global stage.