- Ad campaign focuses on ‘Chose Different’ and target rider’s ‘cool quotient’ as messaging attributes
- Sprint ad features youth icon Arjun Kapoor, who is the brand ambassador for Hero Cycles
- JWT designed ad to feature on Print, TV, OOH, and have a strong digital presence
- Campaign to package in two bursts, second commencing March 2016
- Over 70 hoardings and 1,300 schools across India to be part of current activation
Hero Cycles, world’s largest bicycle manufacturer by volume, today announced its commencement of the ad campaign for its Sprint range of cycles. The ad campaign, which features the Hero Cycles’ Brand Ambassador as well as Bollywood icon and famed movies star and youth Icon, Arjun Kapoor, has been designed by JWT. It is developed to position the cycle as a product of choice for young riders who wish to escape traffic, are ‘cool’ and enjoy the bright, energetic and action-packed moments of life. This cycle can be used as a healthy commuting option and also greener mode of transport for all of us.
According to Mr. Pankaj Munjal, CMD, Hero Cycles, “We are extremely happy that our products are being so well received by the young at heart. With our new ad campaign starring the dashing Arjun Kapoor on the Sprint bike, I am sure that we will be able to strongly connect with our audiences and attract them to our brand and corporate values of being smarter riders and making the right choice with Sprint as their vehicle of choice.”
Speaking about the campaign, Actor Arjun Kapoor, said, “It is a great pleasure and honour to be associated with Hero Cycles. Hero’s Sprint brand is a youthful expression of energy and joy for the young at heart riders. I am happy that Hero Cycles is playing a key role in understanding and catering to the aspirations of its patrons across India. ”
The TVC airs November 1 and will be carried across all media, print, outdoor and electronic as well digital. The campaign has been divided in two bursts, one immediately and the second commencing March 2016. The ad has 2 edit formats duration of 20 sec and 40 sec in hinglish, Bengali and all south languages. The campaign is planned to cover an all-India footprint with about 70 Hoardings, cinema and includes 1,300 schools pan-India as part of a school activation program.
About Hero Cycles
The Hero Motors group companies include cycle giant Hero Cycles, auto parts manufacturing companies-Hero Motors Ltd, ZF Hero Chassis Systems Pvt. Ltd, and Munjal Kiriu Industries Pvt. Ltd, hospitality arm Munjal Hospitality and luxury home décor products company Oma Livings.
Incorporated in 1956, Hero Cycles Limited is the largest cycle manufacturer in the world. The company has a manufacturing capacity of 7.5 million bicycles per year, with its unit in Ludhiana (Punjab), Bihta (Bihar) & Ghaziabad (UP). The company has a highly integrated plant in Ludhiana which produces 20,000 cycles every day. It also manufactures automotive rims and various other auto components. The company produced 5.5 million bicycles in FY14.
Hero Cycles is a leader in both the standard and special bicycle segments in India, with an overall market share of about 40%. The company is equipped with state-of-the-art infrastructure and the most modern machinery. The Company also entered the premium bicycle segment with the launch of its new brand, UT Edge, in February 2012. A nation-wide distribution network with over 3000 dealers and the favorable location of its plants near vendors support its operations and facilitate competitive pricing of its bicycles.
Hero Cycles also exports to various countries in Middle East, Africa, Asia and Europe.