I am Anna - Eventfaqs

IN FOCUS
Pawan Munjal, MD and CEO of Hero MotoCorp
“I have no doubt in my mind that we would not have
possibly reached where we are today without the trust of
our customers. I wish to thank them from the core of my
heart and assure them that the customer will continue to
remain at the core of everything that we do in future too.
I am certain that with our new range of products, services
and ever-spreading network, Hero will continue to spread
customer delight in every market that it goes to,” Lall said.
Hero gave a glimpse of its future product strategy by
unveiling two new two-wheelers at the event. Bollywood
actor and youth icon, Ranbir Kapoor, unveiled the first-ofits-kind
150cc on-road-off-road motorcycle for the Indian
market called Impulse. This was followed by the Indian
cricketing all-rounder, Irfan Pathan, introducing a new
masculine 110cc scooter called Maestro.
Munjal also outlined his vision for the young company,
saying: “In the next five to six years, we are aiming for a
perfect ten – annual sales of 10 million units and annual
turnover of $10 billion with overseas business contributing
about 10 per cent to our total annual volume sales. We have
identified key countries in Africa, South East Asia and Latin
America as our potential markets. We should be starting
exports to some of the countries in Africa towards the next
quarter of this fiscal. We are enhancing our Research and
Development (R&D) set-up, hiring the best talent, and
exploring opportunities for collaboration with international
design houses and technology suppliers.”
Bringing in a league of heroes
The event had a good mix of world-class entertainment
clubbed with the historic identity unveiling moment,
followed by the preview of the two Hero products being
launched. The launch show featured new age technology
lasers, pyrotechnics, SFX, LED and graphics.
The show began with an auspicious Ganesh vandana, which
was followed by an opening act by the Dhol foundation.
Bollywood actor Shah Rukh Khan hosted the entire show
with performances by actress Anoushka Sharma and
Shah Rukh Khan himself, all accompanied by Shiamak
Davar’s dance troupe. The event ended with a grand finale
performance by International Grammy Award winner Akon.
4 September 2011, EXPERIENTIAL MARKETING 37
A R Rahman, Irfan Pathan, Boris Becker, David Coulthard
and Shah Rukh Khan unveiled the new logo with Munjal.
Ranbir Kapoor launched Hero’s first ever on-road-off-road
bike showcasing the heroism and youthfulness of the brand.
Hero had roped in two event agencies – Percept and
G2rams – to manage the grand occasion. Commenting on
Percept’s association with Hero, Shailendra Singh, Joint
Managing Director, Percept Ltd. said: “Our relationship
with Hero has been a long and fruitful one, growing steadily
for over two decades. Hero and Percept have grown
together and we have worked very closely with them to
successfully build the brand over the years. Percept has
created some of the most memorable Hero campaigns,
properties and initiatives that have become landmarks in
the communications space.”
Singh further added: “For this event which was held in
London, the brief given to us was rather simple – ‘to launch
the new brand identity in London and attain overwhelming
global mileage for the new brand Hero’. Our understanding
of the brand’s vision and plans for the future helped us to
a large extent when it came to conceptualizing the theme
of the event. We created unique strategies, implemented
and executed each and every element of the event (except
for the travel and accommodation of the Hero employees).
Percept took complete ownership of the project from
ideation to final implementation including all the London
centric tasks, thereby ensuring that Hero attained the
desired results.”
Percept’s idea behind the brand unveiling concept was
to have heroes of the world unveil the new Hero brand
identity. Therefore, the company roped in prominent global
Shailendra Singh,
Joint Managing Director,
Percept Ltd.
“The brief was to
launch the new brand
identity in London and
attain overwhelming
global mileage for the
new brand Hero ”