The company launched its first brand campaign with outdoor advertising, digital ads, and print ads.
Hero MotoCorp’s first electric scooter, the Vida V1, has been launched. The company joined forces with Wieden+Kennedy in a joint campaign that spanned Jaipur, Bengaluru, and Delhi. Wieden’s Delhi office has created the campaign’s tagline “Make Way”.
The campaign is available online and offline. A DLF CyberHub installation was installed outside Gurugram to celebrate the launch of this vehicle. Hero Vida V1 comes in two versions: the V1 Plus or Pro. These are available at Rs 1.45 lakh to Rs 1.59 lakh, respectively.
Chandrasekar Radhakrishnan (head of business growth, emerging mobility), Hero MotoCorp mentioned that the intention behind the tagline (“Make Way”) was to create inclusive brands and drive change.
“A truly global brand resonates among customers from Bengaluru, Bogota to Delhi, Dhaka to Dhaka, and Lucknow to London.” Vida is a unique brand that Hero MotoCorp has created.
Radhakrishnan says that the company isn’t in a rush to be the first brand in the market, but it wanted to get things right. “This was the brief to Wieden too. This is where the creative line of ‘Not India’s first electric scooter’ came from.”
He adds that the first campaign wanted to highlight how rigorously it has been tested – for almost 2 lakh hours with around 1,006 prototypes. “One of the conversations we had, while speaking to the agency, was about how we can bring these numbers to life. That’s why we created the outdoor installation in Gurugram, which had all the prototypes, spare parts, scooter types, etc. This is to reinforce that we would rather be right, than be first.”
The company wanted to make ‘Make Way’ a point of change. It’s a call for global change-makers. This basically talks about how to drive change in this ecosystem.
“We wanted to create disruption in this category, with our product offering, but we also wanted to create a complete ecosystem – complete with product, platform, and after-sales services. Our platform comes to life with the digital assets we have – the website and the customer app. This is how we plan to grow the EV category, which is nascent in India,” Radhakrishnan explains.
He says that the digital assets are designed to help the customers in their journey – right from experiencing the product at experience centers, to accessing after-sales services, if the customer runs into any problems with the product.
A company-developed app allows an engineer to remotely service your vehicle’s problems.
Hero MotoCorp also offers Vida a three-year test drive, so customers can not only take half an hour but spend the entire time driving the vehicle.
