Hero Destini: Turning the luck around for Hero Destini

Hero Motocorp, a motorcycle company in India, increased the sales of their scooters through a campaign championing their new Destini scooter.

Campaign details

Brand: Hero DestiniBrand owner: Hero Motor CorpEntrant company: McCann India, MumbaiMarket: IndiaSector: Motorcyles, bikesMedia channels: Online display, Print - general, unspecified, TelevisionBudget: 1 - 3 million

Executive summary

The case is a demonstration of how a deep but simple strategy of repositioning a brand on the axis of value can unlock fast growth via new segments, even in times of financial uncertainty. And how a consumer's fear of buying into something bigger can be mitigated.

Hero Motocorp, India's largest 2-wheeler brand ruled the streets with...

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