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Journalism of Courage
MUMBAI, NOV 27: In a coup of sorts Hero Honda has hired Sourav Ganguly and Hrithik Roshan to endorse its brands. The Delhi-based motorcycle firm. which has hiked its advertising budget by 35 per cent from Rs 41 crore last year, will make a formal announcement on Wednesday.
The 8220;strategic alliance8221; signed between Hero Honda, Ganguly and Roshan is to enhance the company8217;s positioning as the heart-beat of the nation, say company officials. The company is facing a stiff challenge from Pune-based Bajaj Auto whose motorcycle sales are shooting up 8212; thanks to the launch of its new models. Hero Honda, say sources, is spending about Rs 2 crore to sew up the deal with the two heros.
Sale of scooters are going down in the country while motor cycles are selling more 8212; riding on the youth boom and fuel efficiency. In order to target the 18-30 year segment, Hero Honda has hired the duo to make its ad campaign more aggressive than the 8220;fill it and forget it8221; days. Ad firm HTA will be in charge of the campaign.
The company sold a whopping 4.79 lakh motorcycles, making it one of the world8217;s biggest bike-maker.
Ahead of introducing two new models and targeting to sell over one million bikes by March-end, it has recast its advertising strategy by hiring the big names. The Hyundai ad campaign featuring Shah Rukh Khan was a big success among the Indian masses. Hence, the focus on hiring celebrities.
