Conceptualised by L&K Saatchi & Saatchi, the campaign builds the technology credentials of Hero and establishes it as an innovative company
BestMediaInfo Bureau | Mumbai | September 2, 2014
Hero MotoCorp’s new television campaign ‘Zidd’ reiterates its obsession with progress and excellence in technology and highlights the brand’s unwavering spirit and commitment to impact consumers’ lives. L&K Saatchi & Saatchi, through the campaign, builds the company’s technology credentials and establishes Hero as an innovative company that is ahead of the technology curve.
The minute-long TVC, released on August 9, shows the significance of the spirit of ‘Zidd’, which is all pervasive at Hero: the nut’s ‘zidd’ to be unshakable, the engine’s ‘zidd’ to amaze the world, the wheel’s ‘zidd’ to shorten distances, the rider who is not deterred by challenges, the engineer who will never give up, and the designer who will design the unthinkable. The campaign aims to establish that Hero’s world doesn’t depend on hope, but on ‘zidd’ – an obsession with technology.
Rahul Nangia, Chief Creative Officer, L&K Saatchi & Saatchi, said, “The challenge was that even though this was meant to be a technology-driven film, it couldn't be cold and futuristic. It had to be a Hero MotoCorp film. It had to have the Hero ethics, which is never emotionless.”
Debarjyo Nandi, Vice-President, L&K Saatchi & Saatchi, added, “In the midst of technical terms being used by brands across categories to wow consumers, we chose to talk about the human aspect of technology, the people behind the technology and the growth at Hero instead. ‘Zidd’ perfectly captures the spirit of everyone at Hero MotoCorp today.”
Sanjeev Shukla, General Manager and Head - National Marketing, Hero MotoCorp, commented, "This campaign is the manifestation of ‘zidd’, a spirit deeply integral to Hero. ‘Zidd’ personifies the Hero in each one of us – the relentless pursuit of excellence and tireless striving towards perfection. ‘Zidd’ is not a new concept, nor is it a new discovery for us; it is inherent in every Hero and perpetually keeps our wheels in motion, and ahead of time. For us, thefuture indeed is now."
Agency: L&K Saatchi & Saatchi
Creative team: Rahul Nangia, Ruchika Parab, Pritam Shettigar, Paritosh Lonkar, Shahid Shehzad
Account Management: Debarjyo Nandi, Shazin Motorwala, Harsh Shroff
Production House: Crazyfew Films
Director: Anupam Mishra
Producer: Urfi Kazmi, Viraj Gawas
Agency Films Producer: Vijay Vigamal
Music Director: Dhruv Ghanekar
Sound Engineer: Ishan Naik
Sound Studio: Wah Wah music
Post production: After Studio
Offline Editor: Harshal Thakur
Online Editor: Sanjay Patil
Post Production Supervisor: Do It on Post