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 Destini Brand owner: Hero Motor Corp Entrant company: McCann India, Mumbai Market: India Sector: Motorcyles, bikes Media channels: Online display, Print - general, unspecified, Television Budget: 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