A montage of visuals – people smiling, working, climbing mountains. A soul-stirring jingle. These are the two ingredients of most corporate ads across the globe. Especially for large companies that make a diverse set of products.
Hero Motocorp has taken that route too, with their new ‘Hum main hai Hero‘ campaign. And there’s a new logo too (which I quite liked). The new positioning – ‘there’s a ‘Hero’ in all of us’ seems logical in hindsight, given the brand name.
Even though the creative execution has been done before, the ad is likely to be popular. The sheer visibility and A R Rahman-composed jingle (isn’t he beginning to sound the same across all jingles now?) should help. Apart from that the ‘Hum main hai Hero‘ comes at a time when India is creating and looking up to ‘heroes’ from simple backgrounds – be it in politics or TV shows.