Hero Honda Motors Bets On ‘Ambition’ To Fuel Growth

Font Size

Print

Feedback

Email

Discuss

New Delhi: : Hero Honda Motors Ltd has allocated an advertising budget of Rs 4 crore to support the launch of its new 133-cc motorcycle ‘Ambition’. Creative agency Percept—which handles the other Hero Honda brand ‘Passion’— has bagged the Ambition account too.

Says Hero Honda Motors Ltd senior vice-president (marketing and sales) Atul Sobti: ‘‘We’re positioning ‘Ambition’ as an aspirational product that allows the owners to ‘Move Up In Life’. In our marketing programme, ‘Ambition’ will be offered as an ‘allrounder’ that combines the benefits of power, styling and fuel-efficiency.’’

Currently Hero Honda brands Splendor and Passion account for sales of one lakh units a month. Hero Honda’s target is to sell 1.8 million motorcycles this year, up from 1.4 million last year. Other Hero Honda brands Splendor, Dawn and CBZ are handled by creative agency HTA.

Mr Sobti says the company would not use celebrities to promote its specific brands. ‘‘Mr Saurav Ganguly and Mr Hrithik Roshan would be associated with the corporate Hero Honda brand and not products,’’ he adds.

A print-TVC-outdoor campaign to promote ‘Ambition’ will be rolled out by mid-September. Over the next few months, which includes major ICC cricketing events, it’s ‘Ambition’ which will receive major brand visibility across television channels.