Hero Honda hires Law & Kenneth to market new identity

Hero Honda Motor Ltd (HHML), world’s single largest two-wheeler manufacturer, has appointed creative firm Law & Kenneth to develop communication strategy for launching and establishing its new brand identity.

This comes on the heels of the appointment in March of London-based Wolff Olins, part of the Omnicom Group, to design a new identity for HHML. Wolff Olins is working on developing the brand architecture, name, logo and positioning of HHML after the split with Honda Motor Corporation.

Law & Kenneth is India’s largest independent brand communications firm. Anil Dua, senior vice-president (sales & marketing) of HHML, said: “Law & Kenneth has been mandated to bring alive the positioning of the new brand, and evolve an impactful 360-degree campaign to communicate the same. Wolff Olins and Law & Kenneth will work closely together to ensure seamless transition between the strategic thought behind the new identity and the new brand campaign.”

Hero Honda initiated the rebranding exercise to carve a new identity after termination of the joint venture agreement between Honda of Japan and the Munjals’ Hero Group last December. HHML has rights to use the Hero Honda brand on its products till 2014, but the company is keen on promoting new products, to be introduced in its portfolio under its own name.

The Munjals, through their group company, Hero Investments Pvt Ltd, bought Honda’s stake in Hero Honda for Rs 3,841 crore.

Through a technological collaboration, HMC would continue to provide products to Hero Honda till June 2014. While Hero Honda would now work at building presence in markets abroad, Honda, through its wholly-owned subsidiary, Honda Motorcycle and Scooter India Ltd, is looking at scaling up operations in Indian.

Hero Honda would start physical work to put in place a distribution network to export products abroad. Dua had earlier said, “We have so far been a national player, with limited global presence. We will now look at rapidly tapping opportunities worldwide. In our existing exports’ market, we will use the joint brand during the transition period for our products. In new geographies, we will project our own brand.” The company is looking at exploring markets in South Africa, South Asia, West Asia and Latin America.