Law & Kenneth creates "Hum Mein Hai Hero' for Hero MotoCorp

Talking about the overall positioning of the brand, Anil Nair, CEO, Law & Kenneth said, "Hero MotoCorp is all set to become the first Indian Global brand. It will represent the Indian spirit and drive, across the world. The communication brings to life the global positioning of "Indian Catapult', mirroring the potential that every Indian holds within himself."

The new baseline for the brand is "Hum mein hai Hero', which has been launched with an anthem composed by A R Rahman. The film, produced by Red Ice Films and directed by Anurag Kashyap brings to life the stories of individuals who realise that the Hero lies within them.

The communication is based on an emotion rather than a product proposition. Rahul Nangia, Creative Director, Law & Kenneth commented, "We wanted to keep the insight universal, but the tone very Indian. It is about big and small challenges that we overcome everyday, without even realising that we are doing something extraordinary."

The campaign will be running in all languages, across all TV channels, leading newspapers and outdoor. The same is being extended to interactive media and will eventually involve user-generated content also. The song and video are available for download using a QR code released in various dailies.